Caputo is the Mill of Napoli. It exists at the very heart of the Campania’s great
culinary culture and the Art of Baking and makes flour for all purposes: from
pizza to desserts, from bakery products to fresh pasta. Since 1924, it has
sustained this tradition by respecting the values that have made it into a
point of reference in the sector:
tradition, knowledge and experience.
In the industry, the brand is nowadays most well-known for the quality of its flours, made with artisanal
wheat processing inspired by ancient and traditional principles and combined
with innovative and avant-garde production techniques.
This offers a great opportunity for the company: its transformation into a unique brand, characterised by close bonds with tradition and the local area, representative of itself and offering the very best ingredients to both sector professionals and fans of baking.
The first step was therefore to define a strong and distinctive positioning on the market, working from the brand’s cardinal
values and reinforcing the brand promise: Mulino Caputo is the Neapolitan mill.
This concept is primarily expressed through the brand restyling. There has been
a reduction at a semantic level, for increased impact and immediacy, and
complete redevelopment at a visual level to enhance its expressive strength and
bond with the traditions of the Campania region.
We then developed a language to represent the brand and its products to consumers and sector professionals.
Neapolitan spontaneity, abundance and variety are transformed into visual
elements that make the packaging into a
‘manifesto’ for the city
Bright colours, overlapping elements and folkloristic illustrations act as a guide for the different types
of flour as well as representing the lively nature and joie de vivre so typical
of the local Neapolitan residents and architecture. The illustrations of
traditional dishes express the flavours and gastronomic bounty of the area.
To confirm the experience of a Neapolitan brand, we've realized a deck of cards thought which we tell the values of Caputo. The deck represents a unusual commercial instrument that reinforces the connection between the brand and the local area.