Ama Terra pasta
Ama Terra pasta packages are made of entirely recyclable FSC cardboard. Each type of pasta is characterized by the use of a different illustration in which the wheat harvest is represented, as happened before the advent of mechanization in agriculture.
Until the 1960s (in Italy and beyond) the wheat harvest in the month of July was done by hand with sickle and pitchforks, and everyone took part in this event, considered a real celebration: men, women and children, each with a very specific task. The men were responsible for cutting the ears of corn with the scythe, while the women and children were responsible for harvesting the ears of corn. The ears were then tied together forming bundles which were stacked with the ears facing upwards forming sheaves. In this way the sun dried the ears which were then ready for threshing.
Instead, just like the French painter Millet does in his work The Gleaners we wanted to represent the humility and simplicity of an action despite the hard life in the fields. The reference is to the commitment of the Ama Terra bio-social farm, in offering high quality pasta characterized by the processing of an ancient durum wheat with excellent protein characteristics and high digestibility.
In line with the other organic products in the Ama Terra product range, the illustrations are characterized by the use of primary colors and clear geometric shapes, which stand out against the background of the natural recycled kraft paper, creating a strong contrast effect between: old and new, tradition and innovation. To give the consumer the opportunity to appreciate the golden color and porosity of the paste – typical of bronze drawing – each package has a window that directly shows the product.
The brand typeface, Founders Grotesk, matches the illustration concept of shape reduction, referencing the rudimentary geometry of the early 20th century by way of loose letter spacing. The logo and tag line use Silka and Argesta, which is also used for the information on the sides of the package.
