I FILARI

The Idea Behind

I FILARI brings a mix of two worlds: radical modernism and deep Italian tradition. The entire range is a tribute to Italy’s culinary soul, wrapped in a totally contemporary look. It’s pure fiction—brand name, story, and packaging completely made up from scratch—yet it feels so authentic you’d swear there’s a real family dynasty behind it.The Hero of the Story: Emilio Lorenzi. This pasta range is the personal signature and identity of Emilio Lorenzi, the (fictional) owner of the legendary traditional restaurant. The range brings his culinary heritage straight from the restaurant kitchen into the hands of foodies worldwide. His signature is the ultimate promise of uncompromising quality.

Target Audience & Shelf Flex

This range targets design lovers, sophisticated home cooks, and the Gen Z/Millennial foodie community who celebrate storytelling and aesthetics in the kitchen. On the store shelf, the design completely breaks away from typical, cluttered, clichéd pasta bags. Placed side-by-side, the packs look like a mini art gallery—a harmonic eyecatcher in the pasta aisle.