Il Viaggiator Goloso
WHERE TASTE AND BEAUTY MEET
Il Viaggiator Goloso is a premium brand of the Finiper Canova Group, launched in 1999 and rapidly evolving from a Private Label to a Love Brand, with 11 single-brand stores in Lombardy.
Viaggiator Goloso’s mission is to seek out specialities from carefully selected producers, offering an enogastronomic experience that blends the culinary traditions of the Bel Paese with recipes rooted in tradition and the discovery of the most authentic flavours.
Finiper Canova Group invited Smith Lumen to create a repositioning and new visual expression for the Viaggiator Goloso brand. Our shared objective was to elevate the brand’s values and highlight the alchemy between beauty and taste – art and food, which distinguish the DNA of il Viaggiator Goloso.
brand identity, brand repositioning, packaging system
Our design strategy focused on capturing the intangible value of beauty, which serves as a spokesperson for goodness and makes the brand aspirational. The harmony between art and taste is expressed through the delicate balancing of key ingredients which work in synergy with sinuous watercolour illustrations in a nuanced palette of colours. Together, they suggest a territory, a recipe, a tradition, and speak of an authentic yet contemporary brand, capable of offering a satisfying journey of discovery.
The redesigned packaging has been well-received in-store by both new and returning customers, but our work is not finished yet! With over 600 fresh products and 800 pantry items in the catalogue, we will continue to work on this exciting project for the next two years.