Armatore specialises in bluefin tuna and anchovies, both delicacies of the waters that surround the town of Cetara on Italy’s famous Amalfi Coast. The seafood brand’s latest range of products 4Rotte have been designed by Lettera7, based in nearby Vietri Sul Mare. Armatore translates as ‘shipowner’ and the visual language of its new 4Rotte range references sea-faring and exploration, the intention being to bring the profile of Armatore to an international audience.
‘This year Armatore turns four years old and, with the founder of the company, we thought about how to evolve the brand and broaden horizons on the international market,’ says Lettera7’s Vincenzo Memoli.
‘After having consulted the map (metaphorically), and following in the footsteps of the great Italian navigators and explorers of the past, we have identified one great direction: the whole world. From north to south and from east to west, the goal is to raise awareness of products caught and processed with skill and respect.’
Graphic nets adorn the packaging, while the 4Rotte logotype references fishing hooks and signage, Memoli explains. Sustainability also played a key role in the direction of the packaging and reflects the ethos of the company.
‘Sustainability is a source of values and respect in general,’ says Memoli, ‘which is reflected in the approach to longevity of many factors involved: fishing only what is needed, involving and respecting workers, fishermen, placing the product on the market only when it is ready, etc. All these aspects have prompted us to create a packaging that respects the work of the company, with the hope of involving and sharing these values and eating habits with the consumer.’
Paper: Tintoretto Gesso