Angelo Ferrara has been Creative Director and Partner at Robilant since 2009. His career is marked by extensive experience in directing and producing projects across multiple markets and industries, from rebranding the world’s largest cement company to designing for leading furniture brands. He has had the privilege of leading branding projects for globally significant brands such as FCA, Alfa Romeo, Zanotta, Baxter, QC, Luxottica, Alitalia, Ferrari Spumante, Italcementi Group, Oi Brasil, and Beeline. Prior to joining Robilant, he spent 15 years as Design Director at Wolff Olins in London, helping shape the evolution of iconic international brands.
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A Big Story In A Few Millimeters
Think small! When people think of labels, they often envision elaborate designs with sophisticated prints and embossing that stand out for their elegance. But have you ever stopped to consider an equally crucial and challenging aspect? How do you fit something extraordinarily meaningful into a tiny space, as small as a coin? A tiny label that must tell an entire story, convey an identity, and spark emotion. How can you express all of this, stand out, and make an impact when space is so limited? That’s the real challenge.
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“Less is!” I often say, emphasizing a concept that every ambitious brand must embrace when working with products that naturally offer little room for branding. It’s precisely when space is scarce that creativity and ingenuity become essential. Fruit, for example, is a perfect embodiment of this idea. A product that grows, ripens, and is consumed in just a few days still needs a brand that not only accompanies it but defines it. But how do you do that when the logo must fit into such a tiny space?
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A label that speaks. And sings. And evokes emotion. The brand of a food product, like fruit, carries great responsibility: it’s not just a label but a true declaration of identity. In a saturated and competitive market, where everyone tries to stand out with the flashiest packaging, it’s precisely in the smallest space that a brand’s essence must shine through. A label must convey quality, freshness, tradition, or indulgence — all without the expansive canvas that other products might enjoy. Here, in this tiny space, every detail matters.
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A small space, immense power.
Every piece of fruit, despite its natural simplicity, needs a label that clearly communicates who it is and what it represents. But achieving this requires more than just an appealing graphic (especially given printing limitations). It demands a strategic approach — one that embraces the product, its origin, and its attributes in a clear and impactful way. A name, a color, a shape. Every element must work together to tell an entire story, often within an incredibly confined space.
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Less space, amplified name.
This is why Robilant has developed an innovative approach to brand creation: starting with the name. Naming is one of the greatest challenges because, in a single word, we must distill the soul, essence, and value of the product. We focus on names that become mottos, catchy tunes, or playful words that convey the true essence of the product — steering away from predictable geographic references or clichéd notions of freshness and sweetness. Finding the right name means making more than a choice: it means shaping an identity that stands out, even in the smallest of spaces.
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To achieve this, in our “creative atelier,” we immerse ourselves in brainstorming sessions that are anything but ordinary. They are true work-plays — immersive experiences that go beyond standard creative exercises. Participants are guided through sensory explorations, sparking ideas that morph and evolve through an endless creative flow, generating countless possibilities.
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A name, a world: turning words into experiences.
Kissabel, Samboa, From:, KiKoKà. What do these names tell us? Kissabel evokes the sweetness of a kiss, a pleasure with every bite. Samboa has a musical lilt that conjures an exotic, warm, and welcoming place. From: is the beginning of a proud declaration of origin. KiKoKà sparks curiosity, a rhythmic burst of energy. This is the magic of naming — each word is a journey, each name tells a story. Even within a tiny space, the name encapsulates the entire essence of a product.
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Painting emotions.
But a name is not just a word: it’s the heart of the design, seamlessly integrated with the logo. For a product with limited space, every inch matters. Every color and shape of the label must be carefully chosen, creating a visual language that not only attracts but powerfully asserts the product’s identity — even in the smallest dimensions. It’s not about compromising for space; it’s about conquering it, turning every millimeter into a vehicle of emotion, a timeless expression of value.
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From small to masterpiece: the art of the label.
Even the tiniest labels at Robilant are born as true works of art. Original illustrations, initially crafted in large formats, are freely created without constraints, allowing for full expression. Only later are they carefully reduced to fit small spaces, retaining their depth and impact.
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As Italo Calvino once said, “Lightness is not superficiality. It’s the art of making profound concepts feel weightless.” And in this philosophy, even the smallest label can become a strategic element capable of leaving a powerful, lasting imprint in the mind of anyone who interacts with the product.
