The archive · Product Ideas · Product decision · 2024
Hera nei Campi packages rice as a sacred reveal — Pentawards 2024 Food Platinum
Multiverse Studio's rice box opens at a press point like an amphora, hiding a jar behind a 50 cm parchment label telling Hera's legend.
Hera nei Campi · Multiverse Studio
What it had to solve
Hera nei Campi revived rice cultivation in the Piana del Sele, near the ancient Greek city of Paestum, using new technology and a new Magnum variety; the pack had to make buyers rediscover where the rice comes from.
How it works
Hera nei Campi brought rice cultivation back to Southern Italy after 200 years, planting a new variety called Magnum in the Piana del Sele, one of the region's most productive plains, near the ancient city of Paestum with its perfectly preserved Greek temples. The brand asked Milan-based Multiverse Studio to make packaging that lets the consumer rediscover the rice and the land it comes from.
The studio structured the brand identity, the labels and three different packs in two sizes. The key move is interaction: the consumer presses one point on the box and it opens, presenting the glass jar of rice inside — an echo of the amphora, which existed to store and carry something unique and precious.
Around the jar runs a 50 cm double-sided label that unrolls like a parchment, covered in serif typography and spontaneous illustrations. One side tells the legend of Hera, the Olympian goddess who descended among humans and gave them the seed of rice; the other side details the characteristics of each rice type.
The concept won the Pentawards 2024 Platinum in the Food category, was shortlisted at D&AD 2024, took Silver at the Dieline Awards 2024 and First Place Packaging at One More Pack 2024 and the Fedrigoni Top Awards 2025, making the project a reference for storytelling in food packaging.
Why it lands
- The idea is an interaction, not a graphic: pressing the box to open it makes discovery physical and gives the unboxing a ceremonial quality.
- The amphora metaphor gives humble rice the status of a precious cargo, justifying a premium position without any claim about the grain itself.
- A 50 cm parchment label turns reading into ritual — the legend of Hera grounds the product in myth, and the second side grounds it in facts about each rice type.
- The whole system ties packaging to geography: the Piana del Sele and Paestum are the reason the design exists, so the pack itself argues for the terroir.
What it did
Won the Pentawards 2024 Platinum in Food, was shortlisted at D&AD 2024, took Silver at the Dieline Awards 2024 and First Place Packaging at both One More Pack 2024 and the Fedrigoni Top Awards 2025.
What you can take
Provenance can be made physical: a press-to-open reveal plus a mythic story turns a commodity into something guarded and precious — and gives the terroir a voice.
Since then
The pack became a small-industry reference for storytelling in food packaging, collecting awards into 2025 — including the Fedrigoni Top Award's First Place Packaging — and putting the Salerno-based Multiverse Studio on the international packaging map. The Hera nei Campi brand continued to sell Magnum rice grown in the Piana del Sele, with the ritual box as its signature retail expression.
Sources
- Hera nei Campi Turns Rice Into a Sacred Object with Divine, Innovative Packaging
- Winners of the 2024 Pentawards
- Hera nei campi — Multiverse Studio
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