CUCINARI's Nonna
Food reimagined as memory.
PRELUDE: THE MEMORY
We built this brand on grief, not ingredients. The sauce was never about tomatoes — it was about time. A story bottled between generations, sealed tight so it wouldn’t disappear like she did. Every jar became a relic, every label a prayer whispered in lowercase.
ACT I: THE TABLE
She cooked like she was building cathedrals. No recipes, no measurements, just instinct and faith. We wanted the design to feel like that — sacred but human. Minimal colour. Honest type. A single word in script to hold the warmth of her hand.
ACT II: THE LOSS
When she passed, the kitchen fell silent. We used that silence as our palette. The campaign lived in empty light — quiet, reverent, almost ghostly. Each poster told a story: She walked in heat. She was allergic. She saved me one. Each jar a confession, each flavor a different memory reinterpreted in glass.
ACT III: THE LEGACY
We weren’t selling sauce. We were preserving grief — fermenting it into heritage. Cucinari’s Nonna became a culinary eulogy, a design that dared to make absence feel edible. The campaign asked not what we eat, but who we’re still feeding when they’re gone.
Credits: Concept, art direction, photography, and packaging by Arash Giani.
Catalogue No. 002 / SIGNA ARCHIVE / CUCINARI’S NONNA SERIES / 2025