Pitti Taste 2022

Pitti Taste is a biannual fair in Florence, Italy that celebrates all things culinary. The fair is a meeting point for food lovers, professionals, and enthusiasts to showcase, taste and discover the latest trends in the Italian food and beverage industry.

As with every edition, Pitti Taste 2022 aims to convey an experience rooted in Italy’s culinary cultural tradition, distinct from a classic food fair. The goal is to showcase a selection of premium, niche producers who make research and passion their driving forces. All of this must be supported by a contemporary language capable of attracting a diverse audience, including those beyond industry professionals.

The core concept was “Taste the Unexpected,” and to emphasize the fair’s curated selection, a collection of creative packaging designs branded Taste was introduced. Each design playfully nods to the typical codes of various product categories, reinterpreting them in a fresh and disruptive way. From a design perspective, the approach drew inspiration from Pop Art, featuring playful and whimsical illustrations, bold, vibrant colors, and dynamic typography that changed according to the product category, including the logo. The vibrant artwork took center stage on outdoor posters across Florence, capturing the attention of passersby and generating excitement around the event.