Bel Gusto Primary Function: Sephuthelo sa Pasta by Olga Takhtarova

Bel Gusto Primary Function: Sephuthelo sa Pasta by Olga Takhtarova is a highly esteemed winner of the very prestigious 2021 Moputso oa Silevera oa A' Design Award in Moralo wa Phuthelo Competition Category.

SileveraPhuthelo· 2021

Bel Gusto Primary Function: Sephuthelo sa Pasta

by Olga Takhtarova

Client: Sot F&d

Moputso oa Silevera oa A' Design Award Winner in Phuthelo Category

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Colors

The Design

About Bel Gusto Primary Function: Sephuthelo sa Pasta

Bel Gusto ke moralo oa sephuthelo bakeng sa mefuta ea pasta e ncha e entsoeng ka koro ea durum. Sephuthelo se entsoe ka mokhoa oa parcele ea poso e rometsoeng ho tsoa Italy. Litempe tsa poso, matšoao a poso, litšoantšo tse takiloeng ka letsoho tsa libaka tsa nalane tsa Italy le tekiso ea pampiri ea kraft li sebelisoa. Fensetere ea ho sheba e lumella moreki hore a bone pasta e ka har'a lebokose pele a e reka. Mela e mebala e nang le mongobo le khanya e tšoanang e arola libopeho tse fapaneng tsa pasta ka har'a mola ona. Liphutheloana li hatisoa filiming ea PET ka varnish e khethiloeng.

The Recognition

About the Moputso oa Silevera oa A' Design Award

Bel Gusto Primary Function: Sephuthelo sa Pasta ke mohapi oa Moputso oa Silevera oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e phahameng ka ho fetesisa, e ntle le e tsosang maikutlo. Bahapi ba Silevera ke mesebetsi e khanyang haholo le e nang le boqapi bo ikhethang e bontšang botsebi, talenta le bohlale ba baqapi ba eona. Bel Gusto Primary Function: Sephuthelo sa Pasta e lebelletsoe ho ba mosebetsi o motle, oa mohlala, o nang le boprofeshenale bo bonahalang le mehopolo e mecha e tebileng. Moralo ona o hapileng Moputso oa Silevera oa A' Design Award ke mohopolo o hlokomelehang haholo le o ratoang o tlisang molemo mme o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Bel Gusto Primary Function: Sephuthelo sa Pasta ke mosebetsi oo batho ba bangata ba o lakatsang, o tsosang litakatso, o tlisang maikutlo a matle le o tsosetsang ho makala le ho hlolla.

Behind the Design

Press Kit

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

Unique Properties: Bel Gusto is a Ukrainian brand that produces fresh pasta from the best types of grains of durum wheat grown in southern Italy. The pasta trade line includes: Penne, Conchiglie, Fellini, Fusilli, Makaroni. Spaghetti, Cavatappi. To strengthen the position of Bel Gusto in the market, the designer carried out a rebranding, which brought the TM in line with the current market requirements.
Dimensions & Packaging: Penne, Conchiglie, Fusilli, Spaghetti, Cavatappi - packing size 380 x 250 mm
Fellini, Makaroni - packing size 380 x 230 mm
Tags: packaging, pasta, Italy, food
Production Technology: PET film. Сolor CMYK, PANTONE. Selective varnish
Design Challenge: Thus, thanks to the rebranding, the product, which has long been familiar to the consumer, acquired a new, attractive, exciting package and stood out favorably among other brands.
Research: The primary color was an imitation of natural material, namely kraft paper - this is the primary trend of recent times. It emphasized the similarity of the packaging with a postal parcel and created the image of a natural, healthy product.
Color stripes carefully selected by the designer are responsible for the differentiation of the products in the line. To maintain consistency, we used colors of the same saturation and brightness.
We capitalized the typeface part of the design to add value to the brand, and the calligraphic font added premium value.
Inspiration: The idea for the rebranding of Bel Gusto was to create a package design in a postal parcel sent from Italy. Most people associate postage with distant countries, travel, and souvenirs. The design included the following elements typical for postal items: postage stamps, stamps, hand-drawn illustrations, and kraft paper imitation.
Project Duration: Ukraine, Kyiv, the project began in
September 2019 and ended in May 2020
Operation Flow: To introduce the product, create a particular brand image, and give it integrity - the designer used a plot illustration - hand-drawn historical places in Italy.
Traditional packaging hides the box's contents, but many buyers want to know what the product looks like on the inside. Therefore, the designer used a viewing window in the package, so the buyer can see the box's contents and be confident in its quality.