Lovely Package

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Nutella – Esperienza Italia 150

April 5, 2011 | 11 Comments

Designed by ARC’S | Country: Italy

“What is the nutshell of Italian excellence? And how the beloved Nutella can celebrate it, together with millions of Italian families? This was the starting point for the design of the limited edition of Nutella “Esperienza Italia 150”.

ARC’S has interpreted the project in four themes: arts (music, poetry, cinema), design, landscapes & Architecture and historical topics. The result is a fresh and joyful dialogue between Federico Fellini and the matchless Moka for coffee, Rome and Venice and Garibaldi riding a Vespa!

Words and design mix together, words become design and they beat a syncopate rhythm. For example, the “landscapes & architecture” theme in English would sound something like “The train makes us run quickly: from the Alps to Sicily joins Rome the immortal with Pisa and its tower and Venice laying on the water!”.

Comments

11 Responses to “Nutella – Esperienza Italia 150”

  1. badini createam
    April 5th, 2011 @ 11:38 am

    italian pride

  2. Rachel
    April 5th, 2011 @ 1:32 pm

    I’ve always wondered….why is the ‘n’ in ‘nutella’ black?

  3. rica
    April 6th, 2011 @ 3:45 am

    Nutella was created in the 1940’s by Pietro Ferrero. War rationing meant that cocoa was in short supply, so Pietro Ferrero mixed cocoa with toasted hazelnuts, cocoa butter and vegetable oils to create an economical spread of chocolate. The Nutella package contains both black and red letters! The “N” is designed to draw attention to the nuts in Nutella! ChaCha on!

  4. Eder
    April 6th, 2011 @ 8:23 am

    The Nutella is also a very famous brand in Brazil

  5. Matthew Manos
    April 6th, 2011 @ 9:52 am

    really enjoy this.

  6. Stefano Zimbaro
    April 6th, 2011 @ 2:46 pm

    Thanx all and thank you Lovely Package for publication!

  7. Rachel
    April 6th, 2011 @ 2:57 pm

    Personally, I don’t think it draws attention to the word at all….it just looks weird to me. =) Maybe if the ‘nut’ were black….but just the ‘n’ seems strange, I guess. =)

  8. ilgassa
    April 7th, 2011 @ 7:07 am

    Bellissimo lavoro ragazzi.
    Great work!

  9. cnote
    April 8th, 2011 @ 3:36 am

    I luv u nutella..

  10. joshua
    April 29th, 2011 @ 6:17 am

    its my first time to go to nutella but i just love it

  11. Lynny
    June 15th, 2012 @ 10:21 pm

    @Rachel- I think it’s strange as well that the n in nutella is black. I think there must be another reason but I can’t find it anywhere online. I agree that if it were to draw attention to the nuts all of nut would be black. Odd. This is the first page google takes you to when you look up that question. I’m glad I’m not the only one that’s curious. :).

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