BONA FURTUNA

Building a Modern Sicilian Pantry Rooted in Place

President & Partner, SWAT by Kirshenbaum

Steve Luczo had recently purchased the Sicilian land his family once owned in the Sicani Mountains near Corleone, transforming it into La Furtuna Estate, a sustainable organic estate producing exceptional ingredients directly from the land itself.

When we first met, the olive oil already existed alongside several early design elements the team felt strongly about, and a broader product line was beginning to take shape.

Early on, we recognized the opportunity was much bigger than individual products. Our recommendation was to establish La Furtuna Estate as the connective foundation for the growing ecosystem while shaping Bona Furtuna into a modern culinary and lifestyle brand rooted in Sicilian culture, ingredients, and design.

BUILDING THE WORLD OF BONA FURTUNA

The range quickly expanded into a full pantry ecosystem that needed to feel cohesive across entirely different product categories while still maintaining a clear visual point of view.

Together with Joseph Mazzaferro, Executive Creative Director, and Woody Wright, Account Director, our team helped shape the broader packaging architecture, brand system, storytelling approach, collateral, and launch direction across the growing portfolio.

The challenge wasn’t simply designing beautiful packaging. It was creating a flexible system that could scale naturally across dozens of products without losing clarity, consistency, or taste level.

Every product needed to feel connected to the same world:
• modern Sicilian.
• elevated but approachable.
• authentic without becoming rustic.
• premium without feeling precious.

As the line expanded, the system allowed new categories and product extensions to integrate seamlessly while maintaining a strong visual and strategic foundation.