Fascinated by the secret of Italianità we explore the symbols that make us recognized in the world as Unique.For years, Sabadì has been internationally recognized for producing the finest cold-processed chocolate, for its aging techniques, the refined balance of its flavorings, and the precision of its pairings. With I AM ITALIANO, the challenge was to create a high-quality chocolate that delights at first taste both a sophisticated, loyal audience and consumers seeking immediate, indulgent, satisfying, and carefree pleasure.
The product is an organic chocolate bar available in three flavors, structured around four thematic categories: ART, the legacy of artistic magnificence often taken for granted; DESTINATION, iconic places visited, photographed, and overexposed, yet always captivating; ICONS, stereotypes of Italian identity that shape its collective imagery; and ITALIAN DOLCE VITA, a journey through the symbolic places of a globally recognized lifestyle. The first collection includes 12 bars, complemented by special editions for holidays and occasions.
The packaging design translates these values into a strong, recognizable visual identity. We have explored stereotypes as both an aesthetic and narrative device. The goal is twofold: to become the perfect souvenir for millions of visitors, often unaware of the underlying irony, and simultaneously a gift-worthy product for Italian consumers—light in tone yet sophisticated in execution.
Key challenges included achieving sophistication while maintaining the lightness of a postcard: only when opened does the front of pack reveal an actual postcard that can be collected, framed, or mailed.
To complete the project, we also designed a custom ITALIANO Typeface and the chocolate bar itself, drawing inspiration from Supplemento al Dizionario Italiano by Bruno Munari, a fundamental cultural and human reference that guided both the visual and conceptual identity of the collection.