Based in Berkeley, CA, Fra’mani Handcrafted Foods needed a visual jump-start to compete in a tough market.



Fra’mani Handcrafted Foods, based in Berkeley, was founded in 2006 by renowned chef Paul Bertolli. The high quality artisanal salumi and sausage products have always adhered to using no growth hormones or antibiotics and humane farming practices. Fra’mani was faced with the common challenge of now needing to put its stake in the ground with high standards and clear claims. It was time for a design facelift across materials.


First off, the Fra’mani logo, although elegant, is quite dainty in areas so we ramped up the size as much as possible on packaging. The existing look and feel was also a bit understated amidst the competition so we introduced a powerful color palette to help the system jump off the shelves. Health claims, which were key differentiators, were made more clear to hammer home the dedication this brand had to quality and ethics.


  • Package Design
  • Print Collateral