Fra' Mani


Renowned chef Paul Bertolli consulted with Girvin for the development of a comprehensive strategic branding and packaging program for the creation of a new story, a brand from scratch, literally, in the building of a product grouping.

Fra'Mani Brandmark | GIRVIN

Paul’s inspiration – the 3,000 year old Mediterranean tradition of spiced and cured meats, sleeved and preserved for a densely flavored sensation of artisanal salumi, the original Italian word for this luxuriously aged and prepared food.


Fra'Mani Salumi | GIRVINFra'Mani Packaging | GIRVIN

A day of interviewing, sampling and contemplating the realm of Paul’s world and work, lead to the creation of a series of journals, which recounted and defined the direction for the brand in a manner that, hand-created, spoke to the character of his vision and process. A series of complexly detailed brand elements were created to be managed internally, for labeling, wrapping and packaging. Elements include: patterns, tints and substrates, alphabet families, flourishes, cartouches, containing forms, rules and gradations. Each are governed by the character of the brand and the strategic outlines that were collaboratively organized for the business. From our hands to yours…

Fra'Mani Letterhead | GIRVINFra'Man Gift Box Merchandising | GIRVIN

“Through our close collaboration, Tim Girvin gathered his impressions of our brand – its traditional reference, its layered texture and taste. Through his hand, Tim channeled our ‘brand language’, faithfully representing the mission, vision, and values of Fra’Mani. Our brand already looks famous. I am very proud.”

Paul Bertolli | Founder and Curemaster