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I created a branding and packaging system that in some way exemplified a staple of Italian goods and culture. While studying abroad, I decided to research and explore the culture of citrus fruit and citrus farming in Sicily. Through my exploration, I found that the production and market for Sicilian citrus fruit was much more substantial than I had initially realized. My goal was quite straightforward — create a means to showcase this amazing industry and design it with modernity while paying homage to the visual vernacular of the region.
After completing ample first-hand and second-hand research, I decided a line of traditional citrus juices would be a good means to accomplish my goal. I started to explore traditional Sicilian design, looking at vintage travel posters, advertisements, and mom-and-pop branding for inspiration. I picked relevant flavors to focus on and began to design my brand, Succo which means “Juice” in Italian.