Origami Italiani

Tumaga, 2017

Origami Italiani is an integrated product, packaging and branding system intended for the production, sale and fruition of fresh-rolled pasta. The project represents the joint venture of Chef Rubio, designer Filippo Protasoni and Circus, a project development and branding enterprise.

Origami Italiani draws from the ancient tradition of homemade cooking to provide a new economic and cultural vision aimed at both producers and consumers. This concept is summarized in an innovative design system inspired by the gestures of hand rolled fresh pasta, transported to packaging. For example, a stack of paper, which, thanks to only a simple gesture, becomes an elegant, contemporary container for the sale of fresh rolled pasta. Origami Italiani introduces a change of vision in the artisan pasta niche, as well as at home, in the habits of consumers, offering a new sales and fruition perspective adding value to the typically and traditional Italian fresh pasta product.

The starting point of Chef Rubio’s project is the key ingredient of the Italian table, rolled into design. It grows with the ambition of becoming a new world food trend. With Origami Italiani, Rubio wishes to support and promote Italian-made fresh rolled pasta and its genuine versatility. One capable of adapting to international tables as a valid eating model for any lifestyle, whether family-style, individual, or health conscious. This should

furthermore easily happen in ultra-modern urban context, in the stronghold of fast food. Chef Rubio puts the personality of fresh rolled pasta back at the centre of attention, along with the rediscovery of traditional recipes as well as international specialties. At Fuorisalone Rubio’s innovative take on the sustainable supply chain of fresh pasta, invites producers and the public to roll up their sleeves and participate at short practical craft workshops where participants can craft their own box of Origami Italiani and share directly their experience as future consumers.