From "Spaghetti & Mandolino is Italy" to "Italy is Spaghetti & Mandolino"

Since I started collaborating with Spaghetti & Mandolino -almost a year ago- I have been insisting to my colleagues on the need to give the site a new graphical look, to make it more contemporary, easy to use, and also aesthetically pleasing.

At the same time, however, it was also necessary to start a branding process, which is the construction of all those graphic-communicative elements that make a product or service a true, memorable, and recognizable brand to a user.

In the last few months, we have therefore been working to make Spaghetti -as we informally call it- beautiful and functional. 

One of the aspects I cared about the most, as the “official graphic designer of Spaghetti”, was to bring the site closer to our producers, that is, all those people who every day with commitment and passion bring the gastronomic excellences of Made in Italy to our tables.

How did we do this? With a darker shade of green, which recalls the values we hold dear, namely nature, respect for the environment, enhancement of the territory, agriculture, and craftsmanship.

Not only that. We are also introducing a new photographic style, mainly composed of illustrations hand-drawn by professional graphic designers, because we believe that this way we can better convey our philosophy, which aims to enhance the authenticity and genuineness of the Beautiful Country and its typical products.

On the homepage, we wanted to include an image that represents everything we believe in: a rural landscape with two farmers, emblematic symbols of the truest Italy. And just as we were publishing the new image, like a flash, an idea arrived: why not use the female figure on the right as the mascot of Spaghetti & Mandolino?

And why not call her Italia, in homage to our Peninsula and its traditions? 

For a few weeks now, Italia has been the new mascot of Spaghetti, a young woman symbolizing the commitment, passion, attention to detail, and dedication that we seek in small Italian artisanal producers, a treasure trove of gastronomic delights.

From Spaghetti & Mandolino it is Italy to Italia it is Spaghetti & Mandolino.

Stefano Costato