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Fuoco’s Marriage of Vintage Italian Charm and Modern Elegance in a Jar

24.03.25

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by

Jackson Tate

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This article featured in Dieline


Fuoco Chilli Oil’s packaging design is a fusion of vintage Italian charm and a modern, slick aesthetic, capturing the essence of a timeless and contemporary product. Originating as a graphic design portfolio project, the brand evolved from a mere concept into a reality after extensive recipe research and testing. The unique blend of Italian and Asian recipes sets Fuoco apart in the market, aiming to find the perfect middle ground that appeals to diverse culinary preferences. The name “Fuoco,” derived from the Italian word for “Fire,” not only reflects the heat within the jar but also aligns with the modern everyday meaning of something exceptional. Ultimately, Fuoco aspires to be the go-to chili oil for home cooks and food enthusiasts looking to elevate the flavors of every dish.


Fuoco Chilli Oil started out as a simple branding project for my graphic design portfolio. Inspired by the endless amazing branding projects I had come across and been saving as random inspiration.


I set out to design a product that looked vintage Italian but with a modern and slick aesthetic. Something that looks like it could have been around for years but also has a new and exciting buzz.


Once the branding was complete, it felt like a missed opportunity not to continue bringing Fuoco to life. So after hours of researching recipes and endless amounts of test batches in my kitchen at home I held a few tasting sessions with friends + family and finally locked in a recipe.


Working in Advertising as an Art Director I knew that storytelling would be a big part of how to differentiate Fuoco from all the amazing chilli oils already in the market. That’s what inspired the combination of Italian & Asian recipes. I haven’t seen any brands on the market leaning into both cuisines at the same time. Some will probably say you can pour an Asian chilli oil on anything you want and others will probably say they wouldn’t dare put an Asian chilli oil on Italian food. So our ambition is to sit somewhere in the middle, the perfect middle ground that plays on both sides.


The name Fuoco comes from the word ‘Fire’ in Italian, it felt like the right name, lending itself to the traditional Italian language and the heat within the jar. But it also plays into the modern colloquial term “Fire” meaning something really good.

The ambition is to help all kinds of home cooks and food lovers elevate every dish they make.

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