Introducing Pasta Tirrena by Frescobaldi: the ultimate expression of Tuscany.
Frescobaldi is one of the most important family farms on the Italian scene. For 30 generations it has been making the best of the Tuscan territory, exporting its fine wines and olive oil all over the world.
We were asked to build from scratch a visual identity for a newly produced Frescobaldi pasta. The pasta is naturally dried, bronze drawn and made with semi-integral semolina from ancient grains. But above all, it’s a pasta that is the ultimate expression of a territory, born and raised in Tuscany.
We got inspired by the morphology of the land, which became the focus of our storytelling. Thus, “between the sea and the land of Tuscany,” TIRRENA was born. A naming that refers not only to the Etruscans (the ancient population who lived in Tuscany and whom the Greeks called Tirreni) but also to Tirreno, the sea that washes the Tuscan coast.
For the construction of the pack, we started from a blue color paste, which directly recalls the Tyrrhenian Sea. The product window is inspired by the real plots of wheat fields, with blind embossing lines that mimic the movement of the sea breeze over the fields. This design element creates a tactile and visual experience that reinforces the natural and authentic qualities of Tirrena pasta. To further enhance the premium quality of the product, we used a copper foil to recall the colour of Tuscan soil.
/ Tirrena comes from the best terroir for growing ancient grains, thanks to the symbiosis of cool soils, mild climate and breezes from the Tyrrhenian Sea.