Packaging Designed by
Happycentro Happycentro

I AM ITALIANO

Visit Website
Article by
I AM ITALIANO Packaging Design by Happycentro
Happycentro designed the packaging for I AM ITALIANO, an organic chocolate collection inspired by the symbols and stories of Italian identity. The project explores art, destinations, cultural icons, and the Dolce Vita lifestyle, transforming each chocolate bar into a playful souvenir that celebrates Italy while appealing to both international visitors and local consumers.
Branded display box holds stacked illustrated chocolate bars.
Retail display positions chocolate bars as collectible souvenirs
Custom paper sleeve holds three illustrated chocolate bars.
Thematic multipack curates chocolates into a premium gift
This website uses a colour palette of 4 colours
  • #01A9D5
  • #7875CC
  • #E51F6C
  • #DA6E01
Technologies & Tools
Description
Team Behind the Design
  • Agency: Happycentro
  • Client: I AM ITALIANO
  • Category: Packaging Design — Chocolate
  • Location: Verona, Italy
  • Project Brief: Create chocolate packaging that celebrates Italian culture, landmarks, traditions, and lifestyle through a collectible product experience.

A chocolate packaging usually treats Italian heritage with rustic restraint and earth tones. Happycentro's identity for I AM ITALIANO does the opposite, weaponizing every Italian stereotype as the brand's actual visual language.

The wordmark hides "I AM" inside ITALIANO, where the inserted letters quietly form the L. A custom ITALIANO typeface anchors the whole system at every scale.

Each bar carries a different illustrated take on Italian iconography. Mona Lisa, Michelangelo's David, and Botticelli's Venus sit alongside pizza neon signs, an Italian Job-style red sports car and a tuxedoed man pinching his fingers.

The packaging front doubles as a collectible postcard, hidden until the bar is opened. Happycentro turned every cultural cliché into deliberate design material, so a tourist souvenir reads as a designer object.

Explore this year's Design Awards finalists and see the projects selected for top recognition. These entries are now in the finalist stage, moving forward for jury evaluation across categories like web, branding, product, and digital design.
Sooki Packaging Design by The Collected Works
Sooki
Designed byThe Collected Works
Varus 775 Packaging Design by OlssønBarbieri
Varus 775
Designed byOlssønBarbieri
AEVUM Packaging Design by Greatergood Brands®
AEVUM
Designed byGreatergood Brands®
Ricey Packaging Design by AnaZeli Design
Ricey
Designed byAnaZeli Design
View All BestPackaging Designs

Ready to elevate your designs?

submit your design