CORO CASE STUDY

With new ownership, the longtime Seattle local favorite Salumi restaurant needed a new name and look to brand their packaged salami sticks. The name Coro, Italian for "chorus," describes not only the harmony of non-traditional flavors that Coro brings to time-honored meat curing techniques, but also to the chorus of people who bring it to the world. The brief for the new look was simple: Create a packaging solution that would cover the unattractive clear vacuum-sealed plastic and help the Coro brand to stand out in a crowded grocer’s case of artisanal salami brands. A musical theme was natural inspiration for new packaging, which is deeply rooted in the expressive artwork of Blue Note era jazz album covers. We created a series of wrapper artwork and treated them like music posters, artfully illustrated with broad hand-painted design elements that represent chaotic rhythm of the salami craft. Each Coro flavor is represented with its own artwork, and through a visual mix of bold patterns, stylized imagery, and oversized typographical treatments of brand copy, we captured Coro’s abstract approach, building unique and memorable flavor profiles from unlikely ingredients. The color palette is vibrant and high-contrast, grounded with black accents. Each wrapper is a collaboration of seemingly disparate elements that come together in harmony, much like jazz music itself.

DESIGNER | UNDER THE CREATIVE DIRECTION OF NATE MANNY AND JULIA ONDICH AT 51 EGGS