Salumificio Vitali

Matite created the new corporate image for Salumificio Vitali, one of the most active plants in Italy, based in Castel D’Aiano, a fortunate crossroads between the provinces of Bologna, Modena and Pistoia.

Our contact person, open-minded and forward-thinking, always refused the traditional imagery so often reserved for food: checkered tablecloths, sliced cold cuts, lavishly set tables and the dark, tavern-like colors typical of the genre.
This is how the idea was born to set the cold cuts within exquisite fine dining recipes, all connected to wellbeing, partly to help rehabilitate a food that is too often and unjustly branded as unhealthy, but above all to place them in miniature worlds populated by whimsical characters engaged in relaxing activities.

This is how the dioramas came to life: cappellacci filled with ricotta and prosciutto in a saffron broth, where a group of bathers laze about in the sun; a broccoli velouté with a prosciutto and rosemary breadstick, transformed into the pond of choice for a band of Sunday fishermen; prosciutto cannoli with robiola and hazelnuts, becoming the backdrop for a family barbecue, and so on.

This gave rise to trade brochures for the South American and European markets in various formats, the new image for Expo events and food trade fairs around the world, and a complete renewal of the brand identity. The website will follow shortly.

The most “personal” side of this story is that for this project we brought in a chef who is especially dear to us: Daniele Davoli, a former Matitegiovanotte colleague who traded the mouse for the ladle, wielding it ever since with class and finesse he rarely puts down.