MOZZAFIATO mint container

For a brand extension project, I created a series of posters (with the aid of Python as a data collection and analysis tool) on the archetypical Alfa Romeo user (known as the alfista), then conceived of a mint container as their ideal leisure good. The name MOZZAFIATO, taken from an Alfa Romeo commercial, means “to take your breath away” — a breathtaking car… or breathtaking mints for a breathtaking view. For the persona board, I came up with three sentences which adequately summarized the target user. Focusing on the idea of “It’s about going fast, but not necessarily about the fastest way. He’ll take the scenic route instead,” I intuited that what truly mattered to the alfista was retaining the prerogative to make choices for themselves (being in control at all times) and possessing an intuitive, mechanic-like familiarity with the ins-and-outs of the artifacts they are seen with. Towards this end, I incorporated a stickshift-inspired mechanism into the tactile operation of the mint container. “ID 2: Identity Materialized,” OCAD U, September-October 2017.