WHEN AN IDEA ENVELOPS ANOTHER holds a special place in the history of the ArteficeGroup projects. It’s its first package for food delivery, and it holds already everything that, to this day, is the DNA of its company culture: sustainability, looking to the future, creative intuition, skilful use of materials, a vocation for a form of communication design.

It’s 1999, and we’re at the dawn of the concept of food delivery in Italy, and sustainability is something rarely spoken about.

The product idea is excellent and is born when a young company realizes that in Milan there are no good quality sandwiches, and decides to make an excellent product, shipped via delivery, using a website as a contact channel. Two very new things brought together, then: the delivery and web-based business.

The packaging was not only extremely important: it was functional, it was tied to the fruition experience, it was one of the expressive voices of the whole project.

It became, more than ever, the body of voice of the whole concept, a form of communication that’s concise but essential.

It had to be practical for transportation, not only protect but also convey the extreme freshness of its content, the great quality of the ingredients, and tell the exact content of each packet (let’s remember that obviously sandwiches can be made with a variety of ingredients).

It needed to contain everything needed to consume the product, allowing whoever ordered it to eat it without needing anything else. As part of the service, napkins could be included, but everything had to stay within what Pier Benzi, speaking of the project today, defines the “skin” of the sandwiches, with a precise reference to the most natural functional container that ever existed: the skin of a fruit.

It was a matter of inventing a packaging which was also a celebration of its content, and the moment of its consumption.

It’s from these assumptions that the box of the famous sandwiches was born: a completely recyclable packaging, 100% sustainable without a single touch of glue, in order to minimize the material used, both for impact economy, and cost sustainability.

Only cardboard on the outside, and compostable food paper inside to wrap the sandwiches, a length of twine as a final touch to close it up.

The cardboard would remain clean, and therefore recyclable, and the parchment paper touching the sandwiches could safely go into the compostable.

Pier Benzi, architect, design and graphic designer, and Maurizio Catalfamo, an expert in materials and production, two founding members of ArteficeGroup, worked on this project which linked a creative use material to strategic thinking.

A packaging, beautiful on the outside and most of all remarkable in the fruition, which – once opened up – invites to sharing: a cardboard flower with delicious sandwiches in the middle, each wrapped in a beautiful transparent paper, with a paper seal listing its ingredients.

An economical and practical packaging made up of flat elements which take up very little space and are easy to assemble, compact and easy to transport and to open. A 40x30cm box is enough to feed 8-10 people. A great idea wrapping another brilliant idea.

And beside the packaging, the naming is perfect too:, once again in absolute contiguity with the product, just adding “.it”, at the time an absolute novelty coming from future in the same moment it was emerging, to grant it a precise and unique identity.

It’s an immediate success and even today, when so much sustainability and company communications efforts are directed toward the delivery and the packaging recyclability, it’s a success to be proud of.

Condividi su