Sobelini came to us for brand identity and packaging design that could capture its bold flavor and unique personality. As a branding agency working across consumer goods, CPG brands, we were tasked with creating a visual identity that blended classic Italian flavor cues with the edge and energy of New York City.

To bring Sobelini’s fiery spirit to life, we built the foundation with a tall, condensed typeface that conveys confidence and attitude. We developed a dynamic graphic system full of movement and charm. At its center is a charismatic chef character; always in action, always dishing out flavor, adding a playful, approachable layer perfect for snack packaging design and modern shelf appeal.

To balance the boldness, we incorporated geometric patterns inspired by traditional Italian design. These elements ground the brand in its heritage while keeping the look fresh, contemporary, and ready for today’s competitive retail landscape.

The result is a visual identity rich in personality: spicy, vibrant, and unforgettable. Just like the crunch.