Su Filindeu, meaning ‘Threads of God’ is the world’s rarest pasta. For over 300 years the women of the Abraini family have passed down the unique recipe and technique of su filindeu. Twice a year, pilgrims hike from the Sardinian town of Nuoro to the village of Lula. When they arrive at their destination they are rewarded with a bowl of su filindeu.
The pilgrimage to commemorate the Feast of San Francesco starts at at the Chiesa Della Solitudine. The door of this church is decorated with depictions of birds and flora. Abraini’s packaging starts in the same place, with a pattern based off the church’s entrance.
The box is enclosed by a belly band adorned with the Abraini logo. The logo embodies ‘Threads of God’ as a multitude of fine strands fall from the heavens.
As the box is opened the audience is delayed view of the world’s rarest pasta. Inside the pouch information about the pasta and how to cook it is displayed. Once lifted, the pasta is revealed. Displayed in a frame, the su filindeu is presented like a piece of art. The individually wrapped sheets further enhance the sense of care taken.
The triad of colours used throughout make the packaging both eye-catching and Sardinian in aesthetic. Similarly, the textured paper references the heritage of the centuries old pasta.
Overall, Abraini’s packaging communicates to the buyer the history and story of su filindeu.
The layered design of the packaging, which builds anticipation.
The unusual frame design, which the pasta sits in.
The bright, eye-catching pattern that decorates the front of the box.
Designed by Asher Ginserg