SAN MARZANO TOMATOES PROCESS

These special San Marzano Tomatoes have received both their PDO and San Marzano badge from the Italian AIFA, a very important declaration! This high-end all clean ingredient tomato can is a showstopper and made its debut at the New York Fancy Food Show 2024.

Objectives:

  1. Clean look because San Marzano tomatoes are considered a clean ingredient

  2. Showcase the unique look of the San Marzano tomato

  3. Stand out against competition

Option 2

Option 1

Choosing an Illustration Style

Option 1 is a graphic representation with less shading and detail. Option 2 is photorealistic and looks more similar to the true product.

Option 2 was chosen because the product is fully enclosed without a window, meaning the consumer cannot see what they are purchasing. We wanted the consumer to see that the tomatoes are packaged “as is” and are not contaminated with preservatives or artificial ingredients. The photorealistic representation instills in the consumer that the product inside the can is just as fresh and “real” as the drawing.

Option 2

Option 1

Option 3

Option 3 Revised

Typography

When starting the project, I made the title “DOP Pomodoro San Marzano” as the DOP badge and the San Marzano title were the most important aspects that a cusotmers eyes would be scanning for on the shelves. However, the AIFA stated that the entire title needed to be the same x-height all the way through.

I used our brand fonts and colors with a darker color block behind the text so that the white type woudl be more visible on the aisles.

For the product and brand story, I continued the typographic lockup of our Italian Canned Tomatoes line to ensure brand continutiy across canned products. The badges for Vegan, Non GMO, Gluten Free, and BPA Free are also carried over from the Italian Tomatoes line and will continues to be used on Carlino’s products that qualify.