Volare

The goal with this project was to select a common staple from a specific culture and brand it via a packaging solution. I selected the “Taralli”, a common cracker that is quite popular across the southern region of Italy—specifically the Apulia region. The Taralli comes from simple ingredients of flour and simple spices and/or seeds for flavor distinctions. The texture tends to be soft and have a hard and crunchy composition. They are excellent for a snack on the go but also great as an appetizer to be eaten along with cheese, olives, and prosciutto. This food has become widely available in Italy and has been exported to various international locations.

Research
The area of Italy where Taralli’s come from is an area rich in natural resources. The Mediterranean climate contributes to a healthy selection of olive trees that produce the oil necessary for this food. As the images show, the architecture and scenic views tend to invoke the traditions that have been set for hundreds of years. The best cultural tie that I was able to find was that of the popular singer/writer named Domenico Modugno which was born and raised in the city of Polignano which is a beach community near on the sea of Apulia. He wrote and sung the classic Italian song “Nel Blu Mi Pinto di Blu” which is widely known for the chorus singing “Volare”. This provided me with the perfect name for the brand of this product: Volare; which means “to fly”. Thus, the logo design for this brand is based on a statue of Domenico Modugno which stands on a piazza of Polignano with his arms wide open expressing the energy of the word Volare. 
Target Audience
The target audience is quite broad. Even though it is a common staple and widely produced in Italy, many tourists seem to miss this product. Consequently, the target audience are tourist looking to bring this treat back to their original country.
Execution
To stay true to the cultural identity of Italy and of the Apulia region, the colors selected were slightly muted colors of the Italian flag along with the warm yellows that make up the color of the Taralli’s.
The main logo with the statue outline is the main piece of information on the front of the bag or cylinder package design. Moreover, the lyrics of the popular song by Domenico Modugno work as an underlying texture to both the front and back. A original illustration of the cracker and bridge of the city of Pulignano was designed to invoke the artisan qualities of this food along with its origins. The design ultimately leads to a simple solution that is both creative and practical.
Ultimately, this design has 3 variations for the featured flavors: Classic, Fennel, and Spicy Pepper. Both bag and cylinder work as practical solutions for consumption. 
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