Sale di Sicilia UnoDue
TELLING A NEW GESTURE
In a box of fine salt, the challenge of a new habit. From naming to the video campaign, the product launch tackles the challenges of an unusual market with creativity.
Bellissimo collaborates with Italkali, Italy’s leading rock salt producer, to create a new cardboard box: a package with two openings, allowing salt to be poured or dispensed like a shaker. In the communication, it becomes “the box with the double spout.” How should it be named? How do you tell the story of a new way to season? The branding phase focused on defining the product and its messages.
With two functions in one object, the box is designed to make salting easier: a “two-in-one” format replacing traditional shakers and containers, and a sustainable alternative to plastic dispensers. Bellissimo’s naming project aimed to solve this challenge. The chosen name, Sale di Sicilia UnoDue, communicates the speed of a two-step gesture and subtly references a 1/2 kilo of salt.
Next comes the packaging design. The graphics are minimal, designed for an object used at every meal. The goal: to strengthen the connection with the historic symbol of Sicilian salt for a new generation of consumers. The box surfaces feature use instructions and highlight the benefits of a dual-format design: “handy in the kitchen” and “perfect at the table.” The packaging also offers an opportunity to rethink the story of the raw material — the rock salt harvested by Italkali from deposits beneath the island’s surface.
Given the innovations the box introduces, gesture became the creative key for Italikali’s campaign to present UnoDue to both the sales network and the consumer public. The focus of ads and promotional videos is on the hands interacting with the product and guiding the viewer’s experience.
The cardboard box inspired a whole paper-based world —objects, messages, recipes, and food— that comes to life in stop-motion, showing different uses and lifestyles. The result is a lively, slightly playful imagination. The story builds on the messaging developed during the strategic phase. Evergreen production company was brought in to create the videos.
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