Italy, By the Jar.
I’ve been lucky enough to work on a lot of food brands over the years thanks to my wonderful friends at B&G Foods. Green Giant. Cream of Wheat. Maple Grove Farms. Skinnygirl. Weber Seasonings. If it’s hanging out in your pantry, there’s a decent chance I’ve spent an unreasonable amount of time channeling it into written words of some kind.
But this project was extra special. Not only did I get to bring the brand to life, but I also got to name it and invent its personality. Introducing: Victoria Recipe d’Italia pasta sauces.
Il Nome (The Name)
Victoria has used Italian tomatoes to craft delicous pasta sauces in Brooklyn for generations. When the team came to me with the idea of a line of sauces inspired by the different regions of Italy, I was all in. Especially because I was soon heading off for my own trip through Italy, where I enthusiastically ate my way through as much regional cuisine as humanly possible. Strictly research, of course.
The first challenge? Coining the right name.
I presented everything from Victoria Trattoria to Simply Italy, but the winner was Recipe d’Italia—a name that quietly solves a surprisingly tricky problem. The recipes come from Italy. The sauces are proudly crafted in Brooklyn. We needed something that celebrated both without pretending to be something it wasn’t. Recipe d’Italia became the perfect little marriage of two languages. Italian enough to transport you. English enough that you don’t need to call your college roommate who studied abroad in Florence.
l’imballaggio (The Packaging)
Once the name was in place, I got to write the packaging copy for all four sauces, giving each one its own regional story. Every jar became a tiny passport to another corner of Italy, complete with front-of-pack messaging inspired by passport stamps and regional recipe callouts that helped shoppers understand exactly where each culinary adventure began.
SPICY VODKA SAUCE
A recipe inspired by Bologna—where every piazza is alive with a passion for good food.
We combine Italian tomatoes, cream and parmesan with a kiss of chili heat to create this indulgent recipe that’s as warm and inviting as the city it calls home.
PUTTANESCA SAUCE
A recipe inspired by Naples—where the sea shapes the city, and the sauce.
We simmer plump Italian tomatoes with briny olives, salty capers, garlic and herbs to capture generations of coastal cooking in every jar of this deliciously robust recipe.
CALABRIAN CHILI MARINARA SAUCE
A recipe inspired by Calabria—where spice is more than a taste. It’s a tradition.
We craft this spicy marinara recipe with Italian tomatoes, Calabrian chilies, garlic and herbs to capture the region’s bold character in every irresistible bite.
GARLIC ARROSTITO SAUCE
A inspired by Tuscany—where flavor begins with the finest ingredients.
We roast bold garlic to a mellow sweetness, then simmer it with Italian tomatoes, onions and herbs to create a recipe rich in rustic countryside charm.
la narrazione (The Storytelling)
The storytelling didn’t stop there. Those regional narratives eventually inspired a series of picturesque, mailable postcards, along with headlines for pop-up events, in-store sampling experiences, coupon dispensers and plenty of other places where hungry shoppers might cross paths with these artful jars. I also helped bring the story online by writing website copy that gave every sauce a proper introduction.
One of my favorite things about naming brands is that sometimes a few words can make a product feel like a destination. Recipe d’Italia does exactly that. It’s an invitation to travel without leaving your kitchen (or, at the very least, to eat pasta on a Tuesday and pretend you’re overlooking the Amalfi Coast instead of your dishwasher).
Honestly? That’s a trip worth taking. Look for Victoria Recipe d’Italia in the sauce aisle of your favorite grocery store, and let me know which one’s your fave.
Photo credit: @elvisduranshow
Grazie mille!
Thank you so much for having me on the team, Shahreen (my badass client pictured on the Vespa above at an iheartradio event with the Evlis Duran show).