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Branding and Packaging Design for Di Ligúria: Italian Roots with Brazilian Flair

Branding and Packaging Design for Di Ligúria: Italian Roots with Brazilian Flair

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Discover the branding and packaging design of Di Ligúria, a Brazilian pizzeria, blending Italian heritage with Brazilian charm.

When two Brazilian entrepreneurs with Italian heritage set out to create Di Ligúria, a pizzeria in Belo Horizonte, they wanted more than just a menu of pizzas. They sought a brand that paid homage to the flavors, traditions, and warmth of Italian culture while embodying the lively spirit of Brazilian dining. Designer Danilo Akan took on this challenge, developing a branding and packaging design that bridges these cultural elements seamlessly.

Di Ligúria’s brand identity is grounded in a love for Italian cuisine, inspired by the founders’ Genoese roots and the culinary culture of the Liguria region. Akan crafted a visual concept that honors this Italian foundation while infusing a relaxed Brazilian vibe. The name “Di Ligúria” itself is a tribute to Italy’s Liguria region, signaling an immediate connection to Italian authenticity.

Akan’s design approach captures this dual identity, focusing on simplicity, elegance, and a playful touch. Using negative space and bold typographic elements, Akan brings the essence of Italian tradition forward, yet retains a fresh, contemporary look that appeals to a wide audience. His design balances modern aesthetics with nostalgic elements of Italian dining, creating a memorable brand that invites customers to savor the Italian experience.

The most striking element of Di Ligúria’s brand identity is its innovative typography. Akan developed a typographic style that incorporates subtle nods to pizza and pasta, the core offerings of Di Ligúria. By using negative space within the letterforms, particularly in the letter “G,” Akan brings visual references to pizza slices and pasta strands. This clever use of negative space allows the brand to visually communicate its primary products in an understated yet effective way.

The logo’s typeface is both modern and classic, giving a nod to Italian design’s timeless elegance. This typographic style doesn’t just serve as a brand marker but becomes an integral part of the visual experience, subtly reinforcing the restaurant’s Italian roots while remaining approachable.

Packaging that Enhances the Experience

In addition to branding, the packaging design plays a significant role in delivering Di Ligúria’s identity. Packaging is designed not just for functionality but as an extension of the dining experience. By integrating graphic patterns inspired by Italian motifs, Akan’s design makes every pizza box, pasta container, and salad package an experience in itself.

The patterns, echoing Italian ceramic tiles and Mediterranean styles, contribute to the visual storytelling of Di Ligúria. They evoke the charm of Italy and the idea of gathering around a table with family and friends. With packaging that feels thoughtful and distinctive, customers are reminded of the quality and heritage behind each meal.

From the moment a customer sees the logo to when they unbox a fresh pizza, Di Ligúria’s branding and packaging tell a story. Each design choice reflects the founders’ desire to create a brand that goes beyond fast food and into a cultural experience, filled with Italian warmth and Brazilian vitality. Akan’s thoughtful use of typography, graphic patterns, and packaging demonstrates how design can capture a brand’s essence and elevate the customer’s experience.

For anyone looking to explore Akan’s creative process and Di Ligúria’s full brand story, more details are available on his website.

Di Ligúria’s branding and packaging design provide an excellent example of how design can connect cultural roots with a fresh perspective. Akan’s work successfully weaves Italian traditions into a Brazilian setting, delivering a design that’s as inviting as the food it represents.

Branding and visual identity artifacts




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My boy started school, my boy got sick.

As any parent could have told me, we got clobbered. Within three days, my son had Covid, and while he was only mildly sick for a day or two, he (and I) stayed home for ten. Meanwhile, my partner was out of commission for longer than that. Scarcely a week after his return our son brought home some gnarly cold—home again, not sleeping, not eating. Turns out, it’s especially hard to manage a head cold when you don’t know how to blow your nose yet and have a strong and very vocal preference against medicine. The next time it was hand, foot, and mouth disease, then RSV, followed by a slew of mysterious rashes. You get the idea. Most of the time mommy and daddy didn’t fare much better.

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I do think the rows of 12 squares aren’t easily translatable to days or weeks on the calendar. Not a big deal when you’re designing just for yourself, but I would layout the grid to be more relatable to a calendar format.

Article found on Nightingale.




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Venezuelan Films in Spanish - Film #3: "Ninos de las Brisas"

Dec 1, 2024, 6pm EST

Venezuelan Films in Spanish movie screening: Ninos de las Brisas. The film will be shown in Spanish with English subtitles.

This is the third of three Venezuelan movies that make up this semester's Films in Spanish, a Department of Romance Studies DEIJ initiative that brings focus to social justice issues in the Hispanic world through film screenings.

Film #1: Hermano, October 20
Film #2: La soledad, November 17

Previous editions of Films in Spanish (FIS) include: queer FIS, disability FIS, Jewish FIS, Indigenous FIS, and domestic service FIS.

BuildingOlin Center
Campus Location: Medford/Somerville campus
City: Medford, MA 02155
Campus: Medford/Somerville campus
Location Details: Room 0011
Open to Public: Yes
Primary Audience(s): Students (Undergraduate)
Event Type: Lecture/Presentation/Seminar/Talk
Subject: Social Justice/Human Rights
Event Sponsor: School of Arts and Sciences
Event Sponsor Details: Department of Romance Studies
Event Admission: Free



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Small Jazz Ensembles

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Paul Ahlstrand and Nando Michelin ensembles.

BuildingPerry and Marty Granoff Music Center
Campus Location: Medford/Somerville campus
City: Medford, MA 02155
Campus: Medford/Somerville campus
Location Details: Fisher Performance Room
Wheelchair Accessible (for in-person events): Yes
Open to Public: Yes
Event Type: Performance
Subject: Music
Event Sponsor: School of Arts and Sciences
Event Sponsor Details: Tufts Music
Event Contact Name: Anna Griffis
Event Contact Emailanna.griffis@tufts.edu
Event Admission: Free; no tickets required
More infoas.tufts.edu…



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Nov 20, 2024, 6pm EST

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Moderated by Negar Razavi, A06, currently an associate research scholar at the Mossavar-Rahmani Center for Iran and Persian Gulf Studies at Princeton University, where she is working on her first book manuscript on the role of policy experts in shaping U.S. security policies toward the Middle East, generally, and Iran, specifically. Broadly, Razavi’s work examines the intersections of state power, empire, security, foreign policy, expertise, and gender.

BuildingBarnum Hall
Campus Location: Medford/Somerville campus
City: Medford, MA 02155
Campus: Medford/Somerville campus
Location Details: Room 104
Wheelchair Accessible (for in-person events): Yes
Open to Public: Yes
Primary Audience(s): Faculty, Students (Graduate), Students (Undergraduate)
Event Type: Lecture/Presentation/Seminar/Talk
Subject: International Affairs
Event Sponsor: Tisch College of Civic Life
Event Sponsor Details: IGL/Tisch
Event Contact Name: Heather Barry
Event Contact Emailheather.barry@tufts.edu
RSVP Information: None
Event Admission: Free



  • 2024/11/20 (Wed)

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Venezuelan Films in Spanish - Film #2: "La soledad"

Nov 17, 2024, 6pm EST

Venezuelan Films in Spanish movie screening: La soledad. The film will be shown in Spanish with English subtitles.

This is the second of three Venezuelan movies that make up this semester's Films in Spanish, a Department of Romance Studies DEIJ initiative that brings focus to social justice issues in the Hispanic world through film screenings.

Film #1: Hermanos, October 20
Film #3: Ninos de las Brisas, December 1

Previous editions of Films in Spanish (FIS) include: queer FIS, disability FIS, Jewish FIS, Indigenous FIS, and domestic service FIS.

BuildingOlin Center
Campus Location: Medford/Somerville campus
City: Medford, MA 02155
Campus: Medford/Somerville campus
Location Details: Room 0011
Open to Public: Yes
Primary Audience(s): Students (Undergraduate)
Event Type: Lecture/Presentation/Seminar/Talk
Subject: Social Justice/Human Rights
Event Sponsor: School of Arts and Sciences
Event Sponsor Details: Department of Romance Studies
Event Admission: Free



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