“MOTHERLAND BEGINS WITH MOTHER'S KITCHEN, AND THE REAL PASTA BEGINS WITH THE RIGHT SAUCE"
BACKGROUND
Italy and Ukraine have a lot in common: the melody of languages, the beauty of women and, of course, the special taste and flavor of national cuisine. But if our local hit is dumplings, then the Italians have pasta. Most people know what it is, but not everyone knows what it is eaten with. And in the right pasta, the main thing is sauce. Spaghetti sauces are represented in Ukraine mainly by imports in the price category above average and by very few local players. Italian Donato Creti with his partners decided to create a business based on love of Italian pasta.
Italy and Ukraine have a lot in common: the melody of languages, the beauty of women and, of course, the special taste and flavor of national cuisine. But if our local hit is dumplings, then the Italians have pasta. Most people know what it is, but not everyone knows what it is eaten with. And in the right pasta, the main thing is sauce. Spaghetti sauces are represented in Ukraine mainly by imports in the price category above average and by very few local players. Italian Donato Creti with his partners decided to create a business based on love of Italian pasta.
CHALLENGE
The company Traditione Italiana has contacted the POLARIS team to develop a brand of sauces. During the negotiations, a strategy was proposed to launch sales of pasta from Italy, in addition to sauces.
The company Traditione Italiana has contacted the POLARIS team to develop a brand of sauces. During the negotiations, a strategy was proposed to launch sales of pasta from Italy, in addition to sauces.
SOLUTION
Our team developed a brand name, positioning, design of series of labels for sauces and pasta, as well as twin-pack packaging. Motherland begins with mother’s cuisine, and real pasta begins with the right sauce. Mottarone is a mountain in northwestern Italy, at the foot of which Donato grew. There he collected fragrant herbs for his mother's most delicious pasta sauces.
In Ukraine, people also love pasta, but they cook it differently. Therefore, we determined the main task to show and tell that Italian pasta is not vermicelli with ketchup (or tomato paste), but a full-fledged, tasty and healthy dish that can be prepared with Mottarone in 15 minutes. Original recipes from Donato will help any Ukrainian to feel like a sophisticated chef and to get into the exquisite world of Italian gastronomy right in their own kitchen. For a small business, the craft presentation of the brand was the best fit - from an un-invented legend to individual hand-made illustrations and general styling for a handmade recipe.
Our team developed a brand name, positioning, design of series of labels for sauces and pasta, as well as twin-pack packaging. Motherland begins with mother’s cuisine, and real pasta begins with the right sauce. Mottarone is a mountain in northwestern Italy, at the foot of which Donato grew. There he collected fragrant herbs for his mother's most delicious pasta sauces.
In Ukraine, people also love pasta, but they cook it differently. Therefore, we determined the main task to show and tell that Italian pasta is not vermicelli with ketchup (or tomato paste), but a full-fledged, tasty and healthy dish that can be prepared with Mottarone in 15 minutes. Original recipes from Donato will help any Ukrainian to feel like a sophisticated chef and to get into the exquisite world of Italian gastronomy right in their own kitchen. For a small business, the craft presentation of the brand was the best fit - from an un-invented legend to individual hand-made illustrations and general styling for a handmade recipe.
