Insuperlabel 2025, a design contest promoted by Sicilian luxury label printing company Auroflex, celebrates excellence in label design, production and material storytelling. This year’s challenge invited graphic designers, agencies and studios to reinterpret a luxury self-adhesive label for Luca Scarcella, in partnership with HP Indigo, Luxoro and Fedrigoni Self-adhesives.
Scarcella is a celebrated master baker in Turin, Italy, known for combining tradition recipes with innovative approaches over the past 30 years. The focus for the competition was Scarcella’s product Babà in Vasocottura, a Neapolitan-inspired dessert of rum-soaked yeast cake, slowly baked and sold in glass jars.
Giada Tamborrino, an Italian branding and packaging designer whose boutique design company, Giada Tamborrino Studio, is based in Amsterdam, responded to the Insuperlabel 2025 brief with an ingenious solution.
Tamborrino won the contest, which had attracted more than 50 submissions. The brief was an important challenge for her. Though she was used to designing packaging for beauty, wellness and lifestyle brands, this was her first venture in the food and drinks packaging sector.
The contest encouraged experimentation and creative freedom. Tamborrino’s concept was inspired by the ornate doors in Scarcella’s city of Turin, with their intricate details, along with the element of a small circular window at the centre of the label, inviting curiosity and wonder. Tamborrino also employed HP Mosaic variable data technology to make each label different, through colour variations and illustrations of a little baker, (‘L’omino Scarcella’) in different poses.
Tamborrino says, ‘Working alongside Auroflex, I had the chance to bring my concept to life using exceptional techniques such as intricate embossing, hot foil by Luxoro Kurz and HP digital printing, a perfect fusion of innovation and artistry.’
