Pedon works, packages and distributes cereals, legumes and seeds, in Italy and around the world. Its attention to taste, quality and nutrition, and an offer of over 100 lines and 3000 products make the Brand one of the international leaders in this area.

The complete restyling of the range C’è di Buono, Pedon subbrand selling raw cereals 100% made in Italy divided in 4 main references, Quinoa mix, Spelt, 5 Cereals and Barley. The challenge was to enhance the naturalness and quality of the product through the representation of the italian roots, the selected and controlled supply chain, the usage of natural materials and of course without forgetting the goodness of the product itself.

We made a detailed work aimed to communicate the Italian character of the product. We started with the new naming then we focused on the visual. In the foreground we have the dish with a special recipe (each product has its own) photographed with a warm light that is able to convey the goodness of the product and in the background we represent the italian roots through the representation of the characteristic countryside using a geometric but raw and handmade style that is felt as contemporary, vibrant and suggestive. Small details, different subjects and the top view fields represent Italy from the Alps to the islands, evoking landscapes and scents of our country. Consistent with this bond to the earth, the box is made with an innovative material: the Crush Paper obtained by processing waste of beans, 100% recyclable. The inks used to printing too are ecological without the use of solvent or chemical additives. – What better idea for a company that produces legumes to create a paper from its own waste?

Illustration: Irene Rinaldi
Food styling: Claudia Castaldi

2021 Pentawards: Gold