Hera nei Campi brings rice cultivation back to Southern Italy after 200 years.
For the brand, we structured the visual identity, created the labels and three different packaging in two different sizes. The packaging concept is closely linked to the geographical area where rice is cultivated, the Piana del Sele, an area near the ancient city of Paestum. The Key in the construction of the packaging is the interaction the consumer must have with the box: by pressing in one point, the box opens and the jar with the rice appears. All in such a way as to give the user the idea of rediscovering the rice and the land from which it comes. Just as the amphorae had the task of guarding and transporting something unique and precious, the box also guards the jar to protect its contents. The 50 cm long label, reminiscent of the unrolling of a parchment, tells the legend of Hera on one side and the characteristics of the rice on the other.
For the brand, we structured the visual identity, created the labels and three different packaging in two different sizes. The packaging concept is closely linked to the geographical area where rice is cultivated, the Piana del Sele, an area near the ancient city of Paestum. The Key in the construction of the packaging is the interaction the consumer must have with the box: by pressing in one point, the box opens and the jar with the rice appears. All in such a way as to give the user the idea of rediscovering the rice and the land from which it comes. Just as the amphorae had the task of guarding and transporting something unique and precious, the box also guards the jar to protect its contents. The 50 cm long label, reminiscent of the unrolling of a parchment, tells the legend of Hera on one side and the characteristics of the rice on the other.
Hera nei Campi project by Multiverse Studio was awarded as Silver in the Dieline Awards 2024.
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