Founded by Marco Innocenti and Luca Parenti, Florence-based graphic design boutique Kidstudio has been creating branding, packaging, web and editorial projects for more than 25 years. The studio recently collaborated with Italian chef Vito Cortese to design packaging for his ever-expanding line of raw, vegan and organic pastries, ice cream and chocolates.
Vito Cortese, the chef behind the line of raw patisserie and sweets, has an intriguing backstory that led him to where he is today. More than decade ago Cortese had a health problem that required him to change his diet. With this came a great understanding of how ‘what we eat affects our wellbeing’. Cortese went on to discover and experiment with various natural foods, which led him to pioneering the ‘raw’ experience at the Cortese Caffè Novecento in Florence.
In looking for a design studio who could interpret the essence of his work, Cortese turned to Kidstudio for the task. Asked about the project, Kidstudio’s Innocenti says the big question was ‘how to transfer the concept of raw, natural, and organic in a brand and, subsequently, the whole packaging without losing that sign of elegance and refinement?’
One answer to this question was to take a minimal, refined approach to the design aesthetic, ‘born from a continuous dialogue with the Chef himself’. Other considerations were the sustainable aspect of the brand and the selection of recyclable Materica and Freelife Merida papers, which they chose because of ‘the natural touch they give to each project’.