Pitti Taste is a biannual fair in Florence, Italy that celebrates all things culinary. The fair is a meeting point for food lovers, professionals, and enthusiasts to showcase, taste and discover the latest trends in the Italian food and beverage industry. Pitti Taste offers a unique cultural experience that reflects the country's rich food heritage, blending traditional recipes and techniques with modern culinary innovations. The 2023 edition of Pitti Taste promises to be an exciting and unique event, combining the cultural elements of food and design with the art of Jazz. Inspired by the improvisational nature of Jazz, this year's fair will showcase the creativity and innovation of Italian food and design in a new light. The creative solution for Pitti Taste 2023 was inspired by the improvisational spirit of Jazz music and the vibrant energy of Jazz instruments. The colorful and playful artwork served as a visual representation of the concept and conveyed the sense of fun, creativity, and excitement that the fair aimed to deliver. The design solution solved the challenge in the brief by creating a strong and distinctive visual identity that was instantly recognizable and memorable. The theme of Jazz was cleverly integrated into the design, providing a fresh and unique take on the traditional culinary experience. The bold and eye-catching imagery of Jazz instruments not only conveyed the energy and spontaneity of Jazz music, but also served as a metaphor for the creativity and innovation that Italian cuisine is renowned for. Furthermore, the tagline "Jazz up the Taste" effectively communicated the key message of the concept, inviting visitors to experience a new and exciting culinary journey that celebrates the rich heritage and ongoing creativity of Italian cuisine.