Proposed design The intention of the rebrand was to design an eye catching visual identity that would allow Organico pasta to stand out on the shelf amongst competing pasta brands. In doing so, the goal was to elevate the identity of the brand and give it an upmarket & trendy, yet fun voice. Provenance cues are delivered through the design with the rich, warm Sicilian inspired colours and call out ‘grown, packed and milled in Sicily’. The use of black and white signifies sophistication and screams premium, complimented by the vibrant splashes of colour in the product name and patterns. Colour is used to differentiate the wholewheat and standard pasta ranges. Packaging features a clear circular cut out window, to show off the elegant shapes and to add a point of differentiation, communicating total transparency and honesty to the customer.
Digital application of brand Organico is currently sold on premium online supermarkets, Ocado and Planet Organic. With a range of established pasta brands competing for the attention of potential customers, appealing packaging is crucial, particularly in an environment where customers cannot actually feel or examine the product. Their assumption of the brand is largely based on what the packaging portrays. As shown below, the rebranded Organico packaging now holds its own amongst its competitors. The thumbnail packaging design is clean and trendy with a splash of colourful pattern, leaving customers with a first impression that this is a high quality pasta brand that uses authentic, natural ingredients.
