Creative Direction

A new graphic identity for a historical brand.
Zaghis is a confectionery company founded in 1964 whose business philosophy is based on the quality of raw materials and attention to the production process. It is a company deeply rooted in the territory and very tied to tradition. Each simple and genuine product is a real gift.

A romantic gift.
The Christmas packaging wants to combine the simplicity of the authentic taste represented by the background color with the magic of Christmas and the joy of receiving a gift. The panettone becomes, thanks to the central striped band, a real Christmas gift. The idea of the stripes is not only extremely different from its competitors but it is also a romantic reference to the cotton towels with which Luigi's grandmother wrapped sweets to take them to the usual Sunday lunch.

A contemporary graphic restyling.

The restyling simplifies and updates the logo without giving up that slightly classic taste that only a historic brand can afford. The new graphic design of the products increases the family feeling through the visual language of the textures: a system of patterns with pastel lines, like vintage wallpapers, which recall a consolidated history and style.

Tradition is combined with innovation.

Tradition needs to be innovated to give everyone the opportunity to taste the products of the land of Zaghis, Veneto. This is why Zaghis created a Tiramisù which doesn’t need to be kept in the refrigerator. The pack incorporates the visual identity of Zaghis, bringing the share of tradition that characterizes the company into innovation.

Take a closer look: real handcrafted products for real quality.

The hyper-realistic photographs are a guarantee of artisan quality.
Close ups emphasize the details of the product in full view without filters, because the goodness is artisanal.

FAMA DESIGN is Mauro Fardin’s portfolio, creative lead at VMLY&R.

I am a former fashion photographer who has spent the past 15 years exploring the realm of art direction.
As a self-proclaimed "smoking hot multipotentialite", with a knack for big ideas, holistic thinking, and meticulous project management I established my own studio in 2014.

In 2019, I relocated to Prague and joined forces with Optimist Inc. for a fruitful two-year collaboration. During this time, I had the exciting opportunity to contribute to creative campaigns for Škoda Auto Global, Volkwagen and Knuspr.

Since 2022, I've taken on the roles of creative lead and creative director at VMLY&R, aiming to create projects that become part of people’s lives, to drive value for our clients (BAT, Adidas, Hills Global, Victoria’s Secret, Czech Paralympics, Amnesty International, Pride) and, in the best of the cases, to impact the world 😉

In my day-to-day schedule, I oversee a group of 25 creatives. Additionally, I establish and guide teams to secure tenders successfully, and I provide support to other agencies within the WPP network to enhance their business expansion efforts. 


If you have any project, idea or anything you want to share, you can contact me.