We had the distinct pleasure to interview award winning designer GIULIA DE ANDREIS about their original and creative Fruttizie design work. GIULIA DE ANDREIS is an award-winning communication designer, that makes our world a better place with their original fruttizie works.
GIULIA DE ANDREIS ("GDA") answered Design Interview ("DI") questions about their award-winning work Matilde Vicenzi Fruttizie. Interview questions prepared by Frank Scott.
GDA : A circle that recalls the form of perfection is the center of gravity for the image on the front of pack, this acts as a casket for the descriptor of the product, emphasizing the innovation of the recipes. The circle is open as it it highlights the reception of new elements and it represents the synthesis of the equilibrium. The back of pack uses an encyclopaedic language in order to describe the benefits of the ingredients.
GDA : The search for a visual balance able to transfer holistic elements related to well-being using only the visual of the ingredients and the products was the main inspiration for this project.
GDA : Through the union of the italian words "Frutta" and "Delizie" that then became: "Fruttizie"
GDA : It was a challenge to make Fruttizie’s innovative recipes believable for a brand that always represented the traditional Italian pastry products, as they are characterized by ingredients with added nutritional benefits. Another challenge encountered was to find a new visual language able to be integrated within Matilde Vicenzi’s brand architecture and being able to share its values and its patrimony, while giving the design a modern twist.
