Fra’ Mani
The Challenge
Preserve the Passion
Renowned chef and culinary director Paul Bertolli and investor Steve Darland consulted with GIRVIN for the development of a comprehensive strategic branding and packaging program for a new food enterprise—inspired by Bertolli’s passion for densely flavored and luxuriously aged artisanal salumi—the 3,000-year-old Mediterranean tradition of spiced and cured meats.
The Solution
Aged to Perfection
We built the brand from scratch, starting with interviews and food tastings (a must) to get a feel for the depth and direction of the brand’s spirit. We found it was best represented by a traditional butcher-paper look, classic flourishes, and expressive typography. After defining that character and its messaging, we built it out into a brand language, including identity, patterning, packaging, business papers, and website.
Strategy
Story
Identity
Environmental
Marketing Materials
Messaging
Packaging
Print
Website
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…
“
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
Discover more from Girvin | Strategic Branding & Design
Subscribe to get the latest posts sent to your email.