Olive oil, tarallucci and stamps are the ingredients of a 100% Made in Italy project. Born out of a passion for design, typography and good food, Typuglia is a young brand proposing artistically “dressed” Apulian gastronomic delights.
The mind behind the project, Leonardo Di Renzo, a lover of his native land, as well as typography, and a creative by profession, had the good intuition to promote and distribute the best products of his region, adorning them with fine packaging duly designed in order to communicate the values still inherent in these local products: artisanship, quality ingredients, manual skill, inspiration and good taste, but also new ones such as sustainability and ethics.
What drove all this is a passion for typography and a desire to rediscover its ancient techniques and the manual skill that was being lost among digital desktops.
Di Renzo and his partners are now in the process of selecting taralli, pasta, sauces and extra virgin olive oil from local concerns working in the traditional manner. Then, with the inspiration of the creatives, they will conceive and execute all the packaging (by hand, one by one, as if these too were each a piece of homemade gastronomy) – from a handmade and hand painted terracotta jar to a recyclable and reusable honeycomb carton with a jewel case or lamp (just by following the simple instructions contained within the packaging), from hand-printed and – numbered labels to mini-bags containing real olive leaves – and finally they move on to sales and distribution.
The target market is well-defined, Di Renzo and co. referring to them as the “gourmet designers”, demanding, capricious, perfectionist and insatiable: those who meander with curiosity through the bookshops of museums and art galleries, frequent bistros, peak through the racks of wine shops and delis to satisfy refined desires. Just like them.