Paesana, Organic Pasta Sauce Line Extension

Boun Appetito!

Founded in 1902 in New York City, Paesana is a third-generation Italian family business now located on Long Island. The brand is named after their great-grandparents. Paesana retained Thought For Food & Son to design their new organic label for entrance into the retail category.

We started the assignment understanding that we would need to convey the true intrinsic values and brand heritage of the Paesana brand. To do that, we placed the iconic photo of the family’s matriarch front and center on the label surrounded by identifying the sauce as premium organic with the Paesana brand name. This was all silhouetted on a scenic farm image identifying its organic roots. Bright colored ribbons were used to identify each sauce flavor. The cap was designed in black contrasting the labels inscribed with the words premium organic and we placed the matriarch image on the top of the cap. The final touch was adding the tie and tomato cut outs to the jar.