If you think pasta, you think Italy. Our country has always been the main global
producer of durum wheat pasta by a long way. The pasta section at the
supermarket is the very altar of our culinary tradition, the place to find
Brands that have grown alongside the history of our country and become staples
on the shopping lists of millions of Italians.
De Cecco, a brand that stands for tradition, passion and a stubborn quest for
perfection, expresses its prestige in the supermarket with its packaging, which
over time has become a genuine icon.
The main challenge of this project was the evolution of this icon, how to transform
a pack that exclusively focused on functional communication into a tool that
could initiate an emotional relationship between the Brand and consumer.
We started with the rationalisation of the Front of Pack, which was crowded with
product information of little use to the consumer, and summed up the company’s
expertise in the phrase: ‘The De Cecco Method’.
We then divided the Back of Pack in half: one side recounted the details of the
‘De Cecco Method’ which is a combination of artisanal and industrial techniques
and the other was saved for storytelling, finally allocating some space to the
Brand and its history.
At the same time, we improved the recognisability of the packaging by increasing
the chromatic impact, reducing the transparent area and extending the colour to
the upper and lower seals, which is fundamental on supermarket shelves as the
packs are often displayed lying down on top of each other, meaning they become
completely yellow and the visibility of the logotype is increased.