Retro Gusto is a brand identity inspired by 1970s Italian marketing—bold, sun-soaked, and unapologetically graphic. Drawing from the warmth of Calabria and old-school trattoria ephemera, the system blends nostalgic typography with a fresh, minimal execution that feels modern and versatile.

The identity centers on a confident wordmark supported by a bold but restrained color palette and simple compositions, creating a flexible system that can extend across packaging, menus, merchandise, and digital touchpoints.

This project was an opportunity to further develop my understanding of packaging design through competitor audits of specialty food brands, exploring visual hierarchy, labeling clarity, and how brand personality translates to physical products on the shelf.