Stefano Faita, an Italian chef from Montreal’s Little Italy, wanted to enter the retail space. So Faita and his partner, Michele Forgione, decided to launch a line of tomato sauces. In Quebec, though, the category is led by big brands. So packaging needed to work hard to break through. The founders decided to name the brand after Faita, who was a big personality within the culinary scene. His face was then turned into a caricature and placed on the Tomato Sauces by Stefano Faita packaging, along references to Montreal’s Little Italy. The new brand’s bright colours and bold typeface by Lg2 helped it capture a 3.8% market share, the fourth largest of the category. It also won a Silver Packaging at the SIAs.