Tomato puree by Ama Terra

The packaging for the passata di pomodoro by Ama Terra uses Founders Grotesk, Argesta, and Silka. See also the previous post about the general identity of the bio-social farm.

Simple and anti-ornamental labels were created for Ama Terra’s line of organic products. They were realised through typography and illustration is the main feature of the entire line of products. For the tomato puree the illustration is based on the simplification and the abstraction to the geometric figures of the elements that constitute the tomato: the fruit, the stalk, the seeds and the plant. The various parts recompose distributing proportionally along all the front label. This geometric translation of the shapes is also recalled in typography; hence a grotesque signature was chosen, without graces, designed on the basis of geometric figures such as circles and squares.

This typographic design is therefore able to guarantee a highly readable result, also in contexts hardly readable. The label is printed on textured ivory paper in four-colour process. A gold lamination enhances the parts representing the seeds of the fruit, recalling the logo of Ama Terra that is a growing grain seed.