Salsamenteria Giò e Giuà

Flavors handed down and rediscovered.

branding – strategy – naming – copywriting – visual identity – packaging – website – digital content – merchandising

Two grandparents. A story. A new project all made in almagreal.
Seven sauces that got almost lost, one for every day of the week.
With Salsamenteria Giò and Giuà it is always sunday.

Some time ago, a story arrived to almagreal. To be precise, two people arrived and told us a story. One of those beautiful ones that we like to hear and retell ourselves. The people who shared the story with us are Antonella e Alessandra Gerini. And the story they told us is that of their grandfather—Giovanni, known as Giò—and his pen pal (and fellow meat lover) Giovanni Fiorillo, known as Giuà. Of their letters, full of family stories and recipes. And exactly from those recipes came the idea: to create a line of sauces and delicacies that would honor our grandparents, passing on the aromas and recipes of the past. Their story captivated, entertained, and thrilled us. And the brand we created for their project truly has a unique flavor!

Two voices and two faces.

When building a brand and BVI, we often start with naming. This is a delicate operation because it must take many factors into account. A name must sound good, be memorable, and work well. And it must be completely original! In creating this new universe, we started with the two main characters: the two Giovannis, who, through their letters, allowed us to rediscover and breathe new life into ancient and precious recipes. This is how Salsamenteria Giò e Giuà was born. A name that evokes the shops of yesteryear, pots left on the stove for hours, and a concept of cooking that reclaims its dimension of care and love.

Due voci e due volti.

Of course, we didn’t stop at the name. For the brand’s pictogram, we wanted to give Giò and Giuà a face. We asked for old photos and redrew the faces of the two grandparents when they were young and exchanged confidences, jokes, and secrets about cuts of meat. We added a payoff to the brand that emphasized how much the recipes handed down by the grandparents had been respected and how important it is to rediscover the flavors of the past, those that smell like home, Sunday lunches, and slow cooking that is a treat for those you love.

We got to like it.

This often happens to us, especially with projects that we like and that give us the freedom to build a complete and effective brand environment. For Salsamenteria Giò e Giuà, we created a coherent and incisive universe, following the shoots that documented the choice of raw materials, selecting a font that communicated great attention to roots and a strong drive towards contemporaneity, and creating a pattern that smells of good things carefully wrapped in the shops of yesteryear. Doesn’t it make your mouth water?

Smile and say sauuuuuces!

The brand visual identity created by almagreal for Salsamenteria Giò e Giuà finds its maximum expression in the labels we designed and created for the jars that contain the sauces. Each label was designed to give the sauce maximum visibility, of course. But each preparation is accompanied by an ideal exchange between Giò and Giuà, who, in their respective dialects – Florentine for Giò and Neapolitan for Giuà – have a lively discussion about ingredients, timing, and recipe details. We liked the result so much that we dedicated a colorful and fun photo shoot to the jars. The result? Judge for yourself!

A jar is forever.

Perhaps not forever, as Giò e Giuà sauces last for 18 months (but you’ll eat them before then, you won’t be able to resist!). However, the jars have inspired us to find another use for them. The trade folder describing the seven specialities of Salsamenteria Giò e Giuà is reminiscent in every way of the jar containing the sauces. Inside, there is a detailed description of each sauce, the story behind the brand’s creation, and the unique characteristics that make these sauces truly different from any other ready-made sauce on the market. We also designed all the merchandising—notepads, shopping bags, bottle opener magnets—and the display that will accompany Salsamenteria Giò e Giuà on its journey to trade fairs and then in stores. A complete menu for an appetizing project!

Sauces, sauces, sauces. What about the website?

From print to digital! The story we created for Salsamenteria Giò e Giuà has landed on the web with its engaging tone of voice and immediately stands out for its freshness and character. A simple yet effective website that leaves plenty of space for images—those from the photo shoots and those of the sauces—focusing on the values, goodness, and uniqueness of the seven delicacies created from Giò e Giuà’s recipes.

gioegiua.it

We also got on social media. And we like it a lot!

Could social media be missing? No! We designed the Instagram page for Salsamenteria Giò e Giuà in three stages: a teaser to spark curiosity and introduce Giò and Giuà, a launch phase linked to the official debut at the 16th edition of Pitti Taste, and a maintenance phase in which the seven sauces are described in detail, including ingredients and suggestions. We like it!