Gustini

Gustini, the D2C German food retailer, sources directly from Italy to bring everyone a taste of the Mediterranean. After years of service, their team had an appetite for change. The competition was heating up, their identity felt outdated, and they wanted to attract a younger audience.

A large brown cardboard box with the word Gustini and various black printed decorative stamps all over it.

Strategy

After immersing ourselves in all things Gustini, it became clear that the magic of the brand lies in the team’s passion for Italian cuisine and community. Our brand idea ‘The Good Life’ champions the stories of local manufacturers, while capturing the energy of long lunches, sunny weather, and great company.

'The Good Life' text surrounded by four lemons and a lemon slice on a light background.

Three large tomatoes rest on the corners of a blue background. In the center, white cursive text reads: Personality. Relaxed Delightful Refreshing.

Identity

Our visual system for Gustini blends the modern and traditional. It references classic fruit tissue wrappers and highlights the artisanal craft behind the produce. Our verbal identity is easy-going, bringing enjoyment to everyday life.

A person drapes fresh yellow pasta over a wooden rod, with Gustini's pattern overlaying the center of the image.

Application

After instilling the visual and verbal identity with the energy of ‘The Good Life’, we redesigned the website to feel modern, intuitive, and accessible to all. We also refreshed the packaging and print design with playful details to delight customers.

Gustini's typeface Sunset Gothic Pro alphabet with some letters replaced by food icons like anchovy, pizza, and wine glass.

Outcome

We transformed Gustini from a food retailer into a true lifestyle brand, evoking ‘The Good Life’ enjoyed in Italy. This fresh identity not only sets Gustini apart from the competition but also broadens their appeal and engages a wider audience, including a younger demographic.