The rebranding stems from the encounter between the extraordinary quality of the products and a radical narrative approach, inspired by the legendary figure of Mazzamauriello, a mischievous little elf of the Samnite tradition.

Mazzamauriello, a mythical and mischievous figure of Samnite culture, has become the symbol of the project. This elf, with its pointed hat, has been reinterpreted in a modern way: an alchemist of flavors who wanders around the pasta factory while production is in progress, leaving the mark of his magic.

Hence the brand idea: Alchemy of wheat.

The visual identity is a balance between minimalism and storytelling.

Essential lines, a sober color palette and clean typography dialogue with humorous illustrations inspired by the world of Japanese comics. This contrast creates an identity with great personality, capable of dialoguing with a modern audience without renouncing the link with tradition. 

A distinctive element is the cylindrical packaging, designed to offer a practical experience because it is reusable. The weights have been designed to eliminate waste and adapt to the real needs of users, such as 280g for 4 people, with 70g portions perfect for leaving no residue. 

The shape of the cylinder, in addition to ensuring excellent conservation, stands out on the shelves for its alternative design compared to competitors.