Italian Pasta Brand Aţaf n Pasta by Olha Takhtarova is a highly esteemed winner of the very prestigious 2024 Tarbaḥt A' Design Award n Lbrunz in Afeṣṣel n Ukemmus Competition Category.

LbrunzAkemmus· 2024

Italian Pasta Brand Aţaf n Pasta

by Olha Takhtarova

Client: SOTB and D

Tarbaḥt A' Design Award n Lbrunz Winner in Akemmus Category

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Colors

The Design

About Italian Pasta Brand Aţaf n Pasta

Ismenyifen n Pasta n Ṭalyan d asnas n aţaf akked usebganu udmawan i yiwet n tuffirt n yifayen n pasta d isebbaḍen. Ini aẓegzaw alemmas isedday-d akk tuffirt, ma d ini icebḥen n loriz, coral, azgan, azegzaw d wayen ibanen sferqen gar-asen kra n talɣa n pasta ɣef ufeggag. Aẓayer n Pantone awraɣ akked usekkil yettwaḥerzen i d-yesskanen aselkim n uxeddam n weɣrum ttbanen-d ɣef tarrayin tiqburin n usnulfu n pasta. Tibratin n usewwi akked telqey n tɣawsiwin n tuɣalin ttwasebḍent ɣef yal aţaf, ama tira tazrarant tettεawan i tɣaṛi taẓrart. Isafaren yezmer ad ţţuqedcen mgal ţţuqedcen i wesnas n uţaf.

The Recognition

About the Tarbaḥt A' Design Award n Lbrunz

Italian Pasta Brand Aţaf n Pasta d amerbaḥ n Tarbaḥt A' Design Award n Lbrunz, tagmat ɛlayen i yisnulfa yelhan, yeṭṭafaren tinawt, tamusni d tezmert. Imerbaḥen n Lbrunz d isnulfa yelhan, ttbanen d timusniwin n tmusni n yimahilen-nsen. Italian Pasta Brand Aţaf n Pasta ad yili d asnulfu yettwaɛezzen, yelhan, amaynut. Italian Pasta Brand Aţaf n Pasta yettemlil ɣef yimawlan, yettwaɛezzen s tmahilt-is.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The project aimed to create a unique brand that would appeal to the main target audience and attract a new, younger audience. The task was to incorporate the image of traditional pasta-making methods and modern challenges and innovations into the visual identity and packaging design. This design should stand out in the competitive market of pasta products not just because of its aesthetics, but also because it embodies the brand's core values and attractiveness.
Dimensions & Packaging: Penne, Conchiglie, Farfallei, Cavatappi, Felinni, Fusilli, Macceroni- packing size 340 x 270 mm
Linguine, Spaghetti, Bucatini - packing size 300 x 120 mm
Marinara Sauce, Tomato Basil - sticker 30 x 70 mm
Tags: packaging, pasta, Italy, food packaging
Production Technology: The packaging for Italian pasta emphasizes its high quality and premium nature through attractive design and top-tier materials. It includes essential information like cooking instructions and nutritional details while employing vibrant colors and quality printing. Gold Pantone color adds a luxurious touch, enhancing perceived value. Moreover, the packaging is eco-friendly, using recyclable materials.
Design Challenge: Creating impressive packaging for each variant of pasta required collaborative work on an attractive and practical design. It was expected that this approach would grab customers' attention and make it easy to identify the contents of each package. The main goal was to blend beauty and utility, creating packaging that is both visually appealing and informative. Font selection was also considered to facilitate quick understanding of the key features of the packaging and provided information. This carefully thought-out approach not only enhances visual appeal but also ensures quick and informative understanding of the contents.
Research: The work on the new brand of pasta products began with Market and competitor analysis, identifying trends and consumer needs. The target audience was defined, along with their preferences and behavioral characteristics. Next, the stage of creating a unique brand image and aesthetically appealing and informative packaging design that corresponds to the brand and attracts consumers' attention follows.
Inspiration: The visual identity of Chefz Food is characterized by vibrant colors and clear zoning. The color palette includes a deep blue color that unifies all elements in the packaging design into a cohesive whole. Bold and bright shades of orange, coral, purple, green, and blue effectively distinguish the product on the shelf, help differentiate individual items in the product line, and stand out favorably against competitors.
Project Duration: Dubai, UAE the project began in September 2022 and ended in March 2023
Operation Flow: Packaging should be convenient and attractive to the target audience. This requires analyzing the audience, market and competitors. The values and style of Chefz Food are reflected in the unique logo with the image of the chef. This character represents the brand and communicates with consumers, creating connections. "Engraved" logo emphasizes tradition and quality, setting the product apart. The packaging is visually appealing, informative and provides easy recognition of the contents.