De Cecco is a historical Italian business that has been producing high quality pasta since 1886. Today, in the
portfolio of products there are oils, canned
vegetables and cooked sauces.
Continuing to place our bets on the ability of selecting the best raw materials and making quality products, De Cecco also intends upon entering the segment of bakery products and bread substitutes. The new product line will be positioned in the premium segment, with a nod to all those who seek every day, even at the supermarket, products from selected raw materials.
From the branding point of view of, entering a completely new market with a historic brand like De Cecco means finding the right balance between recognition of the brand and consistency of codes of visual communication with those in the category.
For this reason, in building the image of the new product line, it has capitalised on the impact of the reassuring tones of the pack of pasta, adopting in the lower part of the packaging a language that is more contemporary and more consistent with the category.
The entry point of the new products is the declaration of the main ingredient used, as told through a
visual of the ingredient and segmented by the colour of the ribbons placed in
the lower part of the pack. The experience of De Cecco in the careful selection
of the best grains for over 100 years will become in this way the RTB (Reason
to Believe) for an established Brand in the production of pasta, in order to
present to the consumers an offering of bread substitutes.
To present the new line a wooden casket was sent to retail buyers, containing the account of a historical trip around the world made in search of the best grains. Glass jars with ears and grains inside are accompanied by a travel diary on which are pinned memories, sketches and descriptions of all the different grains used in the products.