Fratelli Damiano almond calls Mayday for redesign of its identity and packaging

Mayday has redesigned the identity and created a new look across packaging for organic almond brand Fratelli Damiano.

The consultancy was appointed directly in September and asked to create a new identity, as well as look at packaging across ranges encompassing nut butters, bagged nuts, ground almonds, nut sauces (pesto), chocolate/nut spreads and chocolate coated almonds.

Fratelli Damiano, which has worked in the organic sector since the 1970s, is looking to launch the new ranges in the UK and replace its Natura Nostra range in Europe.

The identity features a single nut image that adjoins the ’D’ of Damiano, which has been designed in a hand-drawn type.

A nut butter range will launch at the end of June before a roll-out of designs across the other ranges. Roger Ackroyd, partner of Mayday, says, ’There will be a lot of foil-blocking, especially on the coated almond variant which is a gift range.’

Building liveries and other collateral are still to be designed, according to Ackroyd, who has already produced early look and feel ideas for a website.

Ackroyd says that organic food packaging is moving away from ’worthy earthiness’ to become ’more sophisticated’. He adds, ’Clear, premium-quality organic messages have now shifted much into the design territory of luxury branding.’