To ensure that artisanal food products are protected and presented appropriately, it is important that their packaging has certain characteristics. Below are the characteristics and tips on how to use them to create packaging that effectively communicates the craftsmanship of the product.

Packaging for artisanal food products: characteristics and materials

The packaging must not only protect the products but must also enhance their characteristics and communicate the uniqueness and craftsmanship of the products. In particular, the packaging of food products must be designed with the following considerations in mind:

• Protection: it must protect the products from light, humidity, dust, and bacteria.
• Durability: it must be resistant to prevent damage during transport or delivery and ensure that the products arrive in perfect condition at their final destination.
• Appropriate sizing: the dimensions should be proportionate to the product, with minimal empty space inside the package to ensure the integrity of the products during transport.
• Aesthetics: investing in the aesthetic aspect can contribute to a good perception of the food product and its value.
• Product information: the package should include information such as manufacturing details, storage instructions, ingredient lists, and other useful information.
• Visual identity: the packaging should express the identity of the company, the product, and the territory of origin. Traditional visual elements, images, or evocative colors can be used to communicate information about the context and tradition.

To create effective packaging for artisanal food products, it is essential to consider certain fundamental characteristics. These characteristics should be used to design packaging that protects the products, presents them attractively and professionally, and effectively communicates important information to the consumer

How to communicate craftsmanship through packaging

Here are some packaging ideas that you can use as inspiration to effectively communicate the craftsmanship of food and beverage products:

• Using natural and traditional materials, such as wood, ceramic or glass can create a warm and evocative image of the product.
• Select rustic colors and designs to enhance the craftsmanship of the product. For example, warm tones, like brown, and textures like rough cardboard or marbled paper help give the packaging a rustic aesthetic.
• Highlight the artisan producer's brand to identify further and emphasize the craftsmanship of the product.
• Create personalized (and not "anonymous") packaging that underlines the unique character of the product.
• Use images and drawings that represent the territory of origin of the product, to create a link with the tradition of the place and the culture of the product.
• Communicate the quantity and quality of the product contained in the package, emphasizing that it is an excellent and non-industrial product, usually sold in smaller quantities.
• Use transparent or eco-friendly packaging to create an image of product quality and reliability.

It is important that the packaging adapts to the product and communicates its craftsmanship through the aesthetics and information reported. This will help the consumer perceive the value of the product and understand its origin and quality.

Example of transparent packaging

As an example, among the many possibilities and variations that can be effective from a communicative point of view, let's analyze the characteristics and potential of simple and transparent packaging. The use of transparent materials can be a good idea to communicate the craftsmanship of a food product, as it allows the consumer to clearly see the product inside and evaluate its quality. This can increase the consumer's confidence in purchasing the product, as he can visually appreciate what he is buying.

When considering transparent packaging for artisanal food products, it's crucial to take into account the following factors:

• The product should be visually appealing, as transparency highlights the natural characteristics of the product and the absence of manipulation.
• The transparent material used should be of high quality to prevent deformation or opaqueness over time.

Example of eco-friendly packaging

Eco-friendly packaging can be a great choice for handcrafted products as it communicates a commitment to the environment and sustainability.  Furthermore, this type of packaging can help make your marketing strategies more efficient, both from a B2B and B2C point of view.

Eco-friendly packaging can help artisan companies to differentiate themselves from their competitors and attract the attention of distributors, retailers, and end-consumers who are increasingly attentive to the sustainability and environmental impact of their purchasing decisions. In this way, producers can carry out effective communication campaigns highlighting the characteristics of the foods and showing their commitment to environmental issues and social responsibility.

Packaging for food products: examples of Italian companies

In recent years, more and more Italian companies have chosen to use artisan-looking packaging to communicate the authenticity and quality of their food products, the selection of ingredients, and the production with traditional methods. Let's see some of them:

• La Pasta di Aldo: the company produces high-quality artisanal pasta and uses minimalist packaging that highlights the craftsmanship of the products.
• Olio Roi: the company produces extra virgin olive oil of the highest quality and has created packaging that expresses the tradition and quality of the territory.
• Orsini: this artisanal laboratory creates chocolate using traditional recipes and ingredients of organic origin. The packaging chosen for these high-quality and unique products reflects their exceptional quality.
• Campo d'Oro: The company produces sauces and preserves that are typical of Sicilian tradition. The packaging features warm colors, with a rustic yet refined design that reflects the authenticity of the products.