Barilla has been making pasta since 1877 and originated in Italy. The brand is consumed mostly by mid to high income families in the U.S. because many people purchase store brand pasta, since it is cheaper. This package design is meant to convey the higher cost of the pasta and to relate more to it’s roots in Italy. The design resembles architecture during the Italian Renaissance. Although the triangular box allows less product to remain on the shelf, the idea is for the box to be a display item or placed in higher end specialty food stores.