Mypaco

Brand Identity

THE CONTEXT
Mypaco is a new brand dedicated to customizable packaging, born within the Alicart group to offer a smart, flexible solution for small businesses. From food packaging to delivery boxes, everything is designed to be easy, fast, and made-to-order.

THE BRIEF
The project started with a co-design bootcamp between the client and the agency to shape the vision and values of the new brand. The name “Mypaco” — short, catchy, and personal — was chosen to express accessibility, convenience and efficiency.

Due persone brindano con bicchieri di bevanda gialla decorati con lime, una bottiglia accanto, torta con panna e dolcetti su piatto verde, regali incartati sul tavolo.
Scatola bianca con logo "mypaco" su sfondo verde.

THE SOLUTION
My task was to translate that brand essence into a clear, recognizable visual identity: flexible but consistent, modern but not generic. I designed a bold logotype with a compact personality, a bright and expressive color palette, and a simple icon system to help products and categories stand out across physical and digital touchpoints.

THE RESULT
An identity system built to support a growing e-commerce platform and connect with small businesses in a fast, direct and friendly tone — exactly like the service it promotes.

Un'icona di un pacco e il testo "Ordini di piccole dimensioni" su sfondo verde.
Scene di una confezione regalo e una torta su un piatto verde, con decorazioni colorate e una mano che indica.
Tavola con hamburger, patatine fritte, bicchieri di birra, bottiglia di bibita e sacchetto con marchio "mypaco".

CREDITS
Client: Alicart
Commissioned Agency: Marketing Arena
Role: in-house Art Director & Graphic Designer at Marketing Arena
Scope: brand identity, visual language