The Brand Challenge

Vito’s started out like any other Italian family recipe, only this one was born in Texas. First created from scratch in Southern Italy by Mama Granata in the late 1800s, she passed the recipe down to her son, Vito, who continued growing the ingredients himself and cooking the signature sauce every day for 30 years. Founder Brian Sanderson, the fourth generation to inherit the recipe – wanted to bring this recipe to shelves as the first Texas-raised pasta sauce. That’s where we came in.

Our Approach

We inherited the Vito’s identity at the concept level, then infused our own woodblock illustration style to this product extension of the Sanderson brand family of products. Knowing the rustic, Texan illustrative style was already set, we hired local talent Matt Rebohltz to elevate this already quirky tomato packed truck to carry out the farm style fun. To be involved with the family legacy was as enriching to us as sauce to pasta.