Olha Takhtarova · CLIENT: SOTB and D
Italian Pasta Brand is a packaging and visual identity design for a range of pasta products and sauces. A deep blue base color unites the whole range, while bright shades of orange, coral, purple, green and blue separate each pasta shape on the shelf. A gold Pantone accent and an engraved logo showing a chef refer to traditional pasta making methods. Cooking instructions and nutritional details are printed on every pack, and clear typography aids quick reading. Recyclable materials are used for the packaging.
Press Kit
- 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.
- 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.
- 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.
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