Voiello
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Life is a stage
Pasta is a market segment that has seen huge changes over the years. Small brands have moved up to premium positions thanks to their ability to create an engaging story. In this scenario, Voiello’s storytelling needed to go back to the very essence of the brand and revamp its bond with Naples. We were given the task to restore the brand's uniqueness and showcase the product's premium qualities by reconnecting it with its roots and letting it express its all-Neapolitan passion for pasta - prepared as it is intended to be.
We have dived into the true meaning of being Neapolitan and investigated the most traditional - as well as the most contemporary - traits of Neapolitans. We sensed that Voiello’s attitude, force and uniqueness derive entirely from this special city. Strategy led us to craft a positioning consistent with Naples’ spirit which was brought to life in the strategic-creative idea “’a vita è ‘nu palcoscenico” (life is a stage). A way to sum up the Neapolitan attitude to celebrate every single day and to dramatize every experience; to live each instant with passion, inventiveness, and creativity, while also sharing it.
Each and every detail of Voiello’s identity expresses the brand essence: the blue of the sky and of the sea; the iconic window and the scarlet curtain of the San Carlo Theatre; Pulcinella; the golden decorations of the logo, they are all a homage to the city of Naples.
Gianni Tozzi, Chief Creative Director International
