ORLANDO FOODS
A family name for Italian quality
Founded in 1948, Orlando Food Sales is a third-generation, family-owned importer that brings the real flavors of Italy to American kitchens, pizzerias, and tables. Its portfolio carries some of Italy's most storied names, from Caputo flour to Ciao tomatoes and Olitalia oils.
Bring heritage brands home, online
Orlando's brands were beloved by chefs and pizzaioli, but their reputation lived offline. There was no direct-to-consumer home built for their story or their shelves. Ruckus was brought on to design digital platforms for the flagship brands, Ciao and Caputo, and a corporate home for Orlando Foods itself, each one native to the brand and built to sell, with a photography system to fill it all.
One crafting process, run in parallel
The work moved from workshop to launch in four steps: a discovery and MVP workshop to align on audience, priorities, and the minimum viable platform worth building first, sitemaps and wireframes for every template, from shop to recipe to product detail, style tiles exploring brand-native color, type, and iconography across distinct concepts, and desktop and mobile page design carried through to coded, QA'd, launch-ready pages. A single crafting process, run in parallel across Ciao, Caputo, and Orlando Foods.
Two brands, two shops, one system
Ciao tomatoes are grown in the rich soil at the foothills of Mount Vesuvius and packed at the peak of ripeness. Ruckus designed a platform to match: warm, earthy, and old-world, with hand-drawn iconography and produce illustrations carried over from the brand's Italian site, tomato-red CTAs specced to the hover state, a scripted newsletter signature, and a shop built to sell it by the can.
Caputo, milled in Naples since 1924, is the flour the maestri pizzaioli demand. The design leaned into that legacy, warm natural tones and old-world kitchen textures drawn from the mill itself, then a shoppable platform for the full range of 00 flours: a recipe library filtered by product and dish, a product-finder quiz that matches every baker to their flour, subscriptions alongside one-time purchase, and an events hub covering expos, demos, and the Women in Pizza movement.
To fill the platforms, Ruckus directed a product and lifestyle photography system for the whole portfolio, every product shot on white and cut out for retail and social, alongside the fields, mills, and hands behind the brands. A corporate platform then gathered Ciao, Caputo, Olitalia, Orto Conserviera, Torre Lupara, Deliziosa, and the rest of the family under one considered home.
A partnership that grew, brand by brand
What began as two flagship platforms became a multi-year engagement across the Orlando portfolio: two flagship brands, each given a platform native to its story and its shelf, one full photo system shot from field to table, and one corporate home for the whole house of brands, now live at orlandofoods.com.
