British banding company United has created a marketing campaign for the Tuscan pasta company Via Roma. Via Roma is a brand that isn’t afraid to show its true personality. Using the unique population of Tuscany (3 million people) as inspiration the Via Roma brand seeks to glorify these differences and in the process express a truly authentic Italian character.
The brand expresses traditional Italian flavors and emotions in a way that has not been presented before in the United States. In order to successfully convey this attitude for Via Roma, United shot unique black and white portraits on location in Tuscany that appear on the Via Roma packaging. It is amusing to note that United and Via Roma chose to highlight the Italian region of Tuscany and not the city from which the brand takes its name, Rome.