On April 9, 2026, Happycentro Design Studio, Verona's long-running illustration-first design house, published I AM ITALIANO, a packaging identity for Sabadì's premium chocolate collection.
The system
The central idea is a category-breaking packaging move: every chocolate bar's wrapper doubles as a collectible postcard, organized around Italian cultural themes. Art, destinations, and iconic symbols of Italian identity each get their own series. The wrapper is no longer disposable; it's the souvenir.
The illustration system (Andrea Rubele, Mattia Cristini, Federico Galvani) is deliberately varied: some bars use high-contrast vector work, others use painterly renderings, others use typographic compositions with custom letterforms by Mattia Cristini. This variation serves the collectible premise: each postcard has its own character rather than enforcing a visual consistency that would kill the surprise of discovering a new series.
The brand wordmark ties it all together with a custom serif that reads as museum-catalog rather than confectionery-aisle.
