CENTONONNA
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CENTONONNA *
After the 2016 earthquakes, the Italian region Le Marche was left in devastating condition. How could you help restore the area through design?
Introducing the centenarian’s secret: an elevated Italian delicacy in liquid form that reveals the simple mystery behind Puglia’s many 100-year-old residents. CENTONONNA’s manifesto celebrates the people of Le Marche while helping them to rebuild the area affected by the 2016 earthquakes.
BRAND IDENTITY
PACKAGING
INSIGHTS
Known to be the land of centenarians, 1 in 10 residents of Le Marche are over 100 years old. For centuries, people have tried to reveal the secrets of longevity, thinking that the Marchigiani hold the elixir of life. The secret turns out to be way simpler than that - their lifestyle.
Inspired by a life of simplicity, the people of Le Marche take great pleasure in the small joys of life - savouring moments with friends and family, eating heartily, growing their own food. Living by the mantra of Cucina Povera (the kitchen of the poor), Marchigianis pride themselves on zero-waste meals with home-grown ingredients. The real pleasure comes from zesting it with their loved ones.
SOLUTION
CENTONONNA sets out to restore the devastated region by revealing the secrets of longevity, one silky olive oil drop at a time. Inspired by the lengthy lifespans of the locals, this elixir makes one embrace the simple joys of life, and encourages western consumers to live it in true Marchian style - to share and to zest.
Centenaries inspired by the locals, a la cucina povera
name
To portray the brand story starting from the name, CENTONONNA, is a portmanteau between the two Italian words ‘cento’ (hundred) and ‘nonna’ (grandma), telling the story of the hundreds of nonnas who’ve lived for over 100 years. The name gives consumers a subconscious taste of what to expect from the product.
design experience & creative direction
To make CENTONONNA an experience for western consumers, the visual identity takes inspiration from the simplistic lifestyle of the Marchigiani. Marrying the organic shapes of the type with the simplicity of the olive illustration emulates the beauty of the easy, unpretentious life.
The design mimics a typical homemade item, stored in any Italian home - handwritten and hand-illustrated. The soft curves of the script type echo the fluidity and ease with which one should live, making for a more personalised and emotionally connecting touch.
The unusual shape of the bottle ties in with the ‘homemade’ aspect of the brand - as if you had an extra bottle laying around, just like the Nonnas do it.
OOH
CENTONONNA will strategically place its advertisements on high-traffic, busy and populated areas of big cities to remind the ‘hustle and bustle grinders’ to rethink their lifestyle and habits, whilst urging them to help rebuild Le Marche.
