10 Speed Labs

Show / Hide menu

Design should be delicious.

Jovial is a family-owned Italian specialty foods company devoted to producing products that are “inherently good”—grown by local farmers from the purest plant varieties. They use a variety of wheat that was first harvested more than 12,000 years ago, and they nurture all their products from seed to shelf... but they needed help nurturing their brand, on web and in print.

We immediately identified with Jovial's commitment to producing only the best— and our hunger to help them knew no bounds. We built a website, and redesigned another. We crafted a new logo. We helped devise their social media outreach strategy. We even went beyond digital design and into print packaging.

A recipe for branding success

We gave people a taste of Jovial Foods before they ever opened the box.

Web Portal to Lucca

It began with a getaway— a Culinary Getaway, to be exact. Jovial approached us to redesign the website for the weeklong culinary retreats they host at their 18th-century Tuscan villa, near where the company’s pasta is made. Guests stay in the villa and enjoy cooking classes with a celebrity chef and local artisans.

We designed the website to be a mouthwatering preview of experience itself. Every page showcases breathtaking imagery from the villa, transporting visitors to the villa before they arrive and guiding them to make their reservations.

The graceful simplicity of the design is reflected on the administrative backend. We made it easy for the website to expand while remaining visually consistent. Adding new getaways is quick and painless and key content areas are easy to edit via the CMS.

We crafted a signature logo for this signature experience that is at once distinct from and in harmony with the style of the main Jovial logo. After close consultation with the founder, the exploration of multiple options, and extensive revisions, we arrived at the perfect final result.

Thinking Outside the Box (and Bottle)

Jovial was so happy with their new Culinary Getaways site that they asked us to create product packaging for them, as well.

This required an even closer attention to detail, as every word and image is magnified in importance on physical labels. There are also logistical constraints with regard to layout and amount of content.

We first worked on packages for existing products: tagliatelli, brown rice, gluten-free lasagna. Then we created designs from scratch for new products: olive oil and tomatoes.

Jovial’s olive oil, which is manufactured by the renowned Italian brand Redoro, presented our design team with an interesting challenge. We also had to design the box in which the bottles are contained.

To reflect Jovial’s commitment to transparency and nature, we hired a photographer to capture the fields where their products are grown. These photographs were the foundation for our illustrations on both the bottle and the box. Within one month, everything was complete— and we even helped choose the cap for the bottle.

We created labels for three types of tomatoes— diced, crushed, and whole peeled— that are stocked nationwide by Whole Foods. We took photograph after photograph of the tomatoes— and, as with the olive oil, modified the best shots to make them look like illustrations.

Cooking Up a Main Site Redesign

We have also redesigned Jovial’s main website so that it is responsive to user interactions, works across all devices, and reveals the purity of their products through a clean, easy-to-navigate layout and enticing imagery. The pictures tell the story, and they resize to fit every page.

The site is both administrator— and user-friendly. Product pages can easily be adjusted, and balance streamlined text with visually-arresting images. Products are featured on relevant recipe pages (and vice versa) for cross-promotion. There's even a section where visitors can see how every product is grown.

Jovial Website Screenshot
Sold-out Culinary Getaways
Wholesome Recipes Online
Einkorn Cookies Eaten
(for market research)
See More Work