CATEGORY

Comprehensive Identity Programs

LEVEL

Salvage

RANK


DESIGN CREDITS

Art Director, Designer

Yael Miller

Creative Director

Reuben Miller

Illustrator

Roger Xavier

Photographers

Kip Dawkins
Alexandra Grablewski
Reuben Miller

Letterpress Printer (business cards)

Studio on Fire


TAGS

, , , , , , ,


LINKS

ollisalumeria.com
yaelmiller.com

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CLIENT

A maker of slow-cured salumi products such as prosciutto, guanciale, and salame, located in Virginia. The recipes are based on 160-year-old family recipes handed down to co-founder Oliviero Colmignoli.


BRIEF

The client wanted to set itself apart in the deli case, which usually features brands with traditional designs, Italian themes, and muted color palettes. The slow-cured salumi are based on the Italian tradition but are made entirely in the USA with the best sustainably-raised, heritage-breed pigs available. Co-founder Chip Vosmik wanted Olli Salumeria to have the appeal of a fine wine label: distinctive and refreshing, yet rich with craftsmanship and heritage. Our challenge was crafting a brand for a salumi company that wanted to be thoroughly modern but was making a very old-world, traditional salumi.


APPROACH

“Our solution was based on the premise of “modern Italy.” Today’s Italy is a hub of modern design. We wanted to tap into this reality and create a brand that was clearly connected to tradition (scratchboard “O” logo), yet dynamic and modern (bright, runway-inspired color palette). We achieved this through uncluttered layouts, beautiful photography, and a logo with interchangeable “O“s. Small hints of the company’s fun side come through in details like the vanity barcodes and famous, food-related quotes on the back of the packaging.

After two agencies failed to meet our expectations, we called upon Miller Creative to create a brand name and identity for our salumi start-up. It was immediately clear that Yael and Reuben at Miller Creative just “get it”.  They swiftly found a way to convey the values of our salumi: a hybrid of old-school Italian salumiere and a modern American food culture of sustainably-farmed, “real” food. The beautifully rendered “O“s by artist Roger Xavier, combined with contemporary typography and vibrant, nontraditional colors came together to encapsulate what Olli Salumeria is all about. Bravo Miller Creative! — Chip Vosmik, Co-founder of Olli Salumeria

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