24/04/2026
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Fascinated by the secret of Italianità we explore the symbols that make us recognized in the world as Unique.
For years, Sabadì has been internationally recognized for producing the finest cold-processed chocolate, for its aging techniques, the refined balance of its flavorings, and the precision of its pairings. With I AM ITALIANO, the challenge was to create a high-quality chocolate that delights at first taste both a sophisticated, loyal audience and consumers seeking immediate, indulgent, satisfying, and carefree pleasure.
The product is an organic chocolate bar available in three flavors, structured around four thematic categories: ART, the legacy of artistic magnificence often taken for granted; DESTINATION, iconic places visited, photographed, and overexposed, yet always captivating; ICONS, stereotypes of Italian identity that shape its collective imagery; and ITALIAN DOLCE VITA, a journey through the symbolic places of a globally recognized lifestyle. The first collection includes 12 bars, complemented by special editions for holidays and occasions.
The packaging design translates these values into a strong, recognizable visual identity. We have explored stereotypes as both an aesthetic and narrative device. The goal is twofold: to become the perfect souvenir for millions of visitors, often unaware of the underlying irony, and simultaneously a gift-worthy product for Italian consumers—light in tone yet sophisticated in ex*****on.
Key challenges included achieving sophistication while maintaining the lightness of a postcard: only when opened does the front of pack reveal an actual postcard that can be collected, framed, or mailed.
To complete the project, we also designed a custom ITALIANO Typeface and the chocolate bar itself, drawing inspiration from Supplemento al Dizionario Italiano by Bruno Munari, a fundamental cultural and human reference that guided both the visual and conceptual identity of the collection.
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