Fratelli Chiaverini & C.

Founded in the late 19th century by the Chiaverini brothers, Fratelli Chiaverini is brand of jam originating from the city of Florence, Italy. The Chiaverini jams are famous for their distinctive packaging, which lives in the memory of most Tuscans; they have always been packaged in the iconic plastic jar known as the “mastello”. A shape that immediately evokes the brand in people’s minds.

Chiaverini's goal was to renew its identity to remain relevant in a changing market, while staying true to its history and heritage. The challenge was to modernize and innovate the brand, starting with their most iconic and distinctive product, which has remained the same for decades.

We started from the central element, the fruit composition, by retrieving the original illustration and making it more prominent, the brand has also been redesigned to become more visible and recognizable. Since the illustrated element is the same for all jam flavors, the distinction between the various flavors has been achieved through the use of bright background colors paired with colorful typography that reflects the fruit used. The visuals used to create the pack and all related items are based on various elements taken from the archives and the heritage of the brand, this is to bring the pack back to having an authentic and distinctive feeling.