For this project, my goal was to create new branding/package design for a line of food products, in this case, Tornai's flavored syrups. The finished product needed to visually articulate the specific design attributes of the brand and create an interrelated design solution, connecting the design to a brand family/system. In order to relay that system, I created three mockups based on three of the original Tornai flavors from their first years of business: lemon, grenadine, and orgeat.
My approach to rebranding Torani began with researching the company’s origins. I discovered that Torani was founded in San Francisco in 1925 by two Italian immigrants Rinaldo and Ezilda Torre. Their first products came from handwritten recipes they received from family on a visit to Lucca, Italy. Their story is one of an international synthesis, and so I decided their new branding needed to reflect that. I communicated Torani’s dual identity by composing a detailed, art illustration with two halves, each representing iconic vistas of the Italian countryside and San Francisco cityscape. I also wanted the packaging to evoke a feeling that represented the historical era of Torani’s inception. I began to research typefaces and artistic movements that influenced Italian and American design in the early 20th century, and drew a lot of inspiration from the Art Deco and Futurism movements, even down to the type choice. The layout and attributes of each critical element went through several iterations to find the perfect balance of color and hierarchy.
My finished product includes elegant mock-ups of three classic Torani flavors. Those who have critiqued the design remarked on the beautifully intricate illustrations, excellent color choice, and effectively prominent logotype. Above all, this design system successfully harkens back to the origins of the Torani brand, tastefully paying homage to it’s Italian roots and San Francisco birthplace.