ELVEA – Pesto Tube

Branding for a new format within a historic brand

ELVEA, part of CBG – Charlier Brabo Group, is a long-standing client of DesignRepublic. For many years, we have been responsible for the branding and packaging development of the complete ELVEA range, as well as sister brands Bonner and Albatros.

With the introduction of ELVEA’s pesto in tube format — a category traditionally dominated by glass jars — the brand entered the shelf with a distinctive format. Our role was to translate ELVEA’s strong brand equity into a visual language adapted to this new context and to the specific constraints of industrial dry offset printing.

Unlike conventional packaging processes, dry offset does not allow CMYK photography. The design had to be built exclusively with solid Pantone colours, with a black resin layer defining shapes and details. Rather than approaching this as a limitation, we used the constraint as a creative driver.

We developed a bold, graphic identity with super-clear communication at shelf distance. Strong typography ensures immediate readability, while ingredients such as basil, tomato and cheese are expressed through vibrant flat illustrations. The result is unmistakably ELVEA — yet contemporary, impactful and perfectly aligned with the technical production process.

This project illustrates how branding can elevate a format innovation, combining strategic clarity, production intelligence and strong shelf presence into one coherent system.