We speak to Italian design agency Multiverse Studio to learn more about their Platinum award-winning work for Hera nei Campi and plans for the future.

Tell us a little bit about yourself and the agency, Multiverse Studio

My name is Eugenio Petrosino, and I am the creative director of Multiverse Studio. I have spent many years working with various international agencies, some of which we still collaborate with today. I’ve always considered myself a kind of "ghost designer," focusing on crafting and developing ideas while keeping a very low profile.

Multiverse Studio was born from the desire to build something different—a creative laboratory where styles, skills, and approaches blend freely. I envisioned a place where every project is treated as a story to be told, with its own characters, settings, and sensory details. It’s not just about design but about creating experiences that resonate with people, combining aesthetics and storytelling in a unique way.

What's the main area of expertise of your agency? Can you share your journey with design?

We’re often asked what Design means to us, but the real question should be: “How real and tangible is design from the consumer’s perspective?” And, most importantly, “Is there a way to actively engage the end user?”

Capturing an action in response to the concept or design of a project solidifies what we believe should be the mission of Design. At MVS, every project is crafted with the aim of provoking an action or reaction in those who interact with a product. This, in our view, is the true impact design should have on the world around us: transforming the user from a passive observer into an active participant.

Congratulations on winning the Food Platinum award this year! Tell us a bit more about the project and what it means to win this award.

Thank you so much, and congratulations on an incredible event. Winning in the food category at the Pentawards, especially with the Platinum award, was the cherry on top for us. It marked the culmination of an extraordinary year for Multiverse, full of changes and achievements. Hera nei Campi is an ambitious project, created with the goal of bringing rice cultivation back to Campania after 200 years, using innovative technology focused on water conservation—a crucial detail in today’s context.

Can you talk us through the journey of creating Hera nei Campi’s visual identity and storytelling, the inspiration and challenges in bringing the pack to life?

The packaging concept is deeply connected to the geographic area where the rice is cultivated: the Sele Plain, one of the most fertile regions of Southern Italy, located near the ancient city of Paestum. This area is home to a stunning archaeological site filled with perfectly preserved Greek temples.

The Hera nei Campi project is rooted in a world of myths and symbols, where every visual element tells a story that goes beyond simple design. We drew inspiration from legends not only for their narrative allure but also because they represent eternity, the cycles of nature, and the strength of human ambition. To translate this story into images, we looked to stone-carved typography—an ancient art that embodies strength and memory. The engraved letters, with their sharp and deep lines, evoke a sense of permanence and authenticity, reminding us of messages meant to endure through time. This style guided the creation of a visual language that blends the solidity of tradition with modern refinement, giving the project an iconic and timeless character.

The packaging conveys to the user a sense of rediscovery of rice and the land it comes from. Just as amphorae were once used to preserve and transport unique, precious goods, the box now protects and holds the jar, safeguarding its contents. The label unfurls like a scroll. Across its 50 cm, spontaneous illustrations and serif typography recount the legend of Hera, the Olympian goddess who descended among humans to gift them the rice seed.

Which part of creating the pack did you and the team love the most?

The phase we love the most in any project, including Hera nei Campi, is diving completely into the world of the companies we work with. Exploring production processes and understanding how certain products are made is always fascinating. Each of us found inspiration in different aspects. Some enjoyed the strategic research carried out among the wonders of the archaeological site and museum, while others were drawn to developing the brand’s style, packaging, and illustrative approach. It was a process full of experimentation—testing brushes, inks, die-cuts, and many other details—that ultimately shaped a unique and meaningful identity.

Are you currently working on any exciting new projects?

In recent months, we have been working on two new projects, this time outside the food sector. Both are in the tech field: one is focused on a product, and the other o digital services. For now, we can’t share many details, so stay tuned!

And perhaps a new limited edition surprise from Hera nei Campi. ;)

What do you love most about designing and the design community?

Design is a bit like an intense relationship, full of love and hate. The constant search for the perfect solution never lets you stop, turning this work into a wonderful obsession—somewhere between fascination and struggle. As for the design community, I’ve sometimes felt a little distant. Maybe it’s because I tend to approach my work with simplicity and don’t take myself too seriously.

What is your message to young designers or students who are entering the design world?

To younger people, I would say that design is not something simple or immediate, as it is often portrayed on social media and similar platforms. Design requires perseverance. It’s not enough to have a good idea; you need to work on it with dedication and care.

Finally, where do you see the agency heading to next? What is the future of Multiverse Studio?

Last year, we set the goal of winning a Pentawards, and today we are here talking about it in this interview.

I imagine the future of Multiverse as a point of reference for experimental design in Italy, a place where design is lived with passion, like in the past, and not reduced to an office job. A creative environment where every project is born from the meeting of ideas and experimentation, where design is not just a craft, but an experience that deeply involves both those who practice it and those who enjoy it. And why not, perhaps one day we’ll have a few more locations around the world.

And I hope the future unfolds as positively as this year, with our first Pentawards.

Find out more about Multiverse Studio here , and get involved with the 2025 competition for a chance to be a Platinum Award winner!