Pitango Innovative Cuisine

Artisano packaging

The brief was to create an independent brand as a vehicle for marketing non-organic soup without compromising the organic Pitango brand.

Artisano was hatched, and an entire history contrived from scratch. A tongue-in-cheek myth was written, involving a king searching the world for the perfect soup. The packaging employs 'royal' patterns created to fit with the tenor of both story and brand.

The brand was rolled out across a website, brochures and trade show exhibits. Artisano was an immediate success and became the second best selling soup in a major supermarket chain in New Zealand.