Pan del Mar
Pan del Mar is Armatore’s savoury anchovy panettone, made with ingredients from Campania and designed to be enjoyed all year round, also in a panbauletto format. It is a brand-stretching project, created to take Armatore beyond preserved fish towards new products and new markets, without losing its bond with the Amalfi Coast.
Giving up seasonality was the first design decision: not a product for special occasions, but an everyday gesture that brings the culture of the sea into the home. This is why the identity had to stay away both from the traditional codes of panettone and from the rhetoric of luxury gourmet packaging.
Beyond the image
Photography of ingredients is one of the most established codes in food communication: it makes a product recognisable and desirable.
We chose to use it through an exercise in subtraction. Images of the ingredients were reworked into silhouettes that remain descriptive without being literal. Each shape carries a minimal, barely perceptible light that gives it depth.
Photography thus keeps a dual role, informative and atmospheric. It stops seducing at first glance and becomes a tool for storytelling and identity.
Front and sides
The front of the pack is treated in a neutral, almost technical way: a white background and typography only.
On the sides and lid, the silhouettes repeat and alternate in a continuous black-on-yellow pattern. The interplay of solids and voids builds an essential, restrained and slightly nostalgic image, far from the conventions of panettone.
The pantry at home
The box is conceived as a drawer, inspired by the household pantry: a place of storage, memory and everyday use that underlines the artisanal nature of the product.
The gesture of opening becomes part of the experience, turning the packaging from a simple container into an object to interact with.
Pan del Mar works as a system project: it opens up new consumption contexts and markets and strengthens the Armatore brand with an essential, coherent language that consciously distances itself from the dominant codes of the category.
Pentawards 2026: Silver Award, Gourmet foods.
