Buccia
designed by Mauro Gatti
for Il Cucchiaio d'Argento
The Brief
Il Cucchiaio d’Argento, the major Italian cookbook and kitchen reference work originally published in 1950 by Editoriale Domus, challenged Pink Salt with an exciting project to develop a protagonist of the new Il Cucchiaino d’Argento edu-gastronomic column with a goal of raising engagement of a young audience (from 3 to 11 years old) and to teach kids and parents cook together. Our task was to design a character suitable for different social platforms and ways of promotion. The objective is to create long term storytelling represented by a kids-friendly mascot; the final image must be adjustable with a possibility to use it through an editorial plan designed to entertain Instagram users like a TV show as well as for variety of different proposes, such as cooking tutorials, social media campaigns, collaboration with other brands, etc.
The Idea
We embraced the occasion to collaborate with the major Italian illustrator Mauro Gatti that ideated and designed Buccia. She is their first character dedicated to children, she’s an heart-shaped apple! She’s all red and she’s sweet, funny, curious, always happy and – sometimes – mischievous. But overall, Buccia’s passion is cooking! We developed her unique character through animations, stickers, Instagram stories and promotional materials. We focused on the facial expressions and on highlighting her amazing passion for cooking that sometimes can be… messy! But always positive, kind, engaging and amusing.
The Stickers & Gifs
Buccia expresses all her expressiveness through a series of 27 stickers & gifs that can already be found on Giphy, usable on Instagram and on all Instant Messaging platforms, available for everyone and to be used in any time to communicate every emotion and have fun with friends.
The Buccia stickers & gifs have reached on Giphy social platform over 270,8 Million Gif views!
Check it out HERE.
The Sponsored Stickers
The Animations
The Promotion
The Book
About
Mauro Gatti
Mauro Gatti is an award winning Italian illustrator and designer based in Los Angeles, California. Over the years he has been working on illustrations, branding, games, apps, videos, mobile stickers and installations for an amazing range of clients, from Mtv, Nike and Disney to JibJab, Line, Redbull, Vans amongst others. Currently Mauro works as a Creative Director of WhatsApp Global.
“I have directed teams of all sizes and I believe in mentoring team members to achieve their full potential. In 2004, I co-founded Mutado, a creative studio with offices in Milan, which is now part of the DeAgostini Group (the leading European publishing company). Over the last 10+ years I’ve led teams large and small to establish and grow the digital presence of some of the worlds’ largest brands focusing in particular on the mobile arena. In 2017 the StoryBots digital redesign that I’ve directed has been awarded with an Emmy for Outstanding Interactive Media.”
The End
- client
- Editoriale Domus S.p.A.
- project
- Buccia
- brand
- Il Cucchiaio d'Argento
- brand head of digital
- Annalisa Musso
- digital product manager
- Marta De Simone
- design agency
- PINK SALT
- creative director
- Beatrice Cardile
- creator & character designer
- Mauro Gatti
- animator
- Stefano Meazza
- copywriter
- Marco Bottini
- art director IG stories
- Paolo Vendramini
- copywriter IG stories
- Francesco Fragomeni
- Giphy strategy
- Antonio Ruscitti / Lizard agency
- voice
- Serena Menarini
- sound designer
- Alessandro Branca
- music producer
- Human Touch Music
- executive producer
- Anna Caregnato