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“Don’t Smile, I Dare You”

(Est. 2017) Sobeys and Stefano Faita have joined forces to offer the first ready-to-eat products the renowned Italian-Montreal restaurant owner has ever put on the market: Stefano Sauces. The sauces will hit the shelves at the end of August at IGA — the largest group of independent grocers in Canada — IGA extra, Les Marchés Tradition, and Marché Bonichoix stores. Stefano Sauces is a first for the restaurant owner and his companion-in-arms, chef Michele Forgione, who are both new to world of ready-to-eat products.

Design by
lg2 (Montréal, Québec)

Related links
lg2 project page
IGA press release

Relevant quote
“It was a major challenge to differentiate the brand in this type of category, where all brands merge into one. The concept’s originality produced a real, appealing identity and packaging that leaps out,” added David Kessous, Creative Director, Design, lg2. “Stefano is himself a well-known brand, so the identity gives him a place with a lookalike caricature: jovial, energetic, colourful and attentive to detail.”

This attention to detail is echoed in the label’s graphic layout, which was developed around a polygon representing the geographic limits of Little Italy in Montreal and in the typographic treatment unique to each sauce. Nutritional information and legal is presented in an unusual vertical manner outside the shape.

Images (opinion after)

New Logo and Packaging for Stefano Sauces by lg2


New Logo and Packaging for Stefano Sauces by lg2
Logo and source of logo.
New Logo and Packaging for Stefano Sauces by lg2
Graphic elements.
New Logo and Packaging for Stefano Sauces by lg2


New Logo and Packaging for Stefano Sauces by lg2


New Logo and Packaging for Stefano Sauces by lg2
Packaging.
New Logo and Packaging for Stefano Sauces by lg2
Merchandise.

Opinion
I had not heard of chef Stefano Faita before but any chef willing to have such a fun caricature of himself/herself on their products is instantly endearing. The interpretation of Faita’s expression is perfectly captured in the icon, stubble and all. Even the radiating lines… you can see those coming from his headshot too. The playfulness of the icon is nicely tempered with some more serious but still a little wicked typography in the form of a collection of oddball fonts that come together really well in the labels. And, oddly enough, this identity makes me want to totally wear a sweatshirt that says “Marinara” on it.