Machetto – Racconti di Gusto

Machettö – Tales of Taste

The new packaging project for Machettö was born from a desire to celebrate Ligurian identity through a contemporary and visually expressive language.

Three new specialties — Anchovy Paste with Truffle, with Vessalico Garlic, and with Calabrian Chili — are each told through a distinctive graphic design, created to give the product a voice and spark an emotional connection with the consumer.

For these special edition variants, new illustrated characters make their debut, turning the humble anchovy into a playful and narrative hero. Each character embodies the spirit of the key ingredient featured in the jar:

• La Ciucciuettola, representing the chili version, is a bold and fiery anchovy that blends mischief with superstition;
• Machetto Jones, an adventurous flavor explorer, leads the way into the truffle variety;
• Machetto Caporal Aglio, a fearless garlic knight, takes center stage in the Vessalico Garlic edition.

These characters come together to form a whimsical visual saga, making each jar not only instantly recognizable and collectible, but also full of stories to tell.

The packaging is crafted using Fedrigoni Materica, Sirio, and WoodStock paper — carefully selected for their natural finish, refined texture, and strong commitment to sustainability. The mix of materials, enhanced by high-quality printing, bold color choices, and hot foil stamping, gives the line a refined, authentic, and durable appeal.

The result is a project that seamlessly blends craftsmanship, visual storytelling, and sustainability — marking a new evolution in the Machettö brand’s design language, one that speaks to both tradition and innovation.