Problem:
Identify and create a visual brand voice and positioning that conveys the rich (130yr) authentic Italian heritage of Barilla Pasta. How can this narrative then be carried through consumer/user experiences in branding, packaging, advertising, online?
Research:
Early in my research process, I was lead to Barilla's visual history and the evolution of the brand from the company's 1877 inception in a small shop in Parma, Italy. Looking at early advertising efforst and how the pasta was originally packaged, began to reveal an aesthetic that is no longer found in consumer packaged goods. The hand-crafted, artful nature of Barilla's early history gave it a unique visual language to work within, while simultaneously communicating the craft and care that has gone into this product for over a century.
My next step would be to examine how to execute this heritage-based brand voice across branding, package design and campaign experience.
Identify and create a visual brand voice and positioning that conveys the rich (130yr) authentic Italian heritage of Barilla Pasta. How can this narrative then be carried through consumer/user experiences in branding, packaging, advertising, online?
Research:
Early in my research process, I was lead to Barilla's visual history and the evolution of the brand from the company's 1877 inception in a small shop in Parma, Italy. Looking at early advertising efforst and how the pasta was originally packaged, began to reveal an aesthetic that is no longer found in consumer packaged goods. The hand-crafted, artful nature of Barilla's early history gave it a unique visual language to work within, while simultaneously communicating the craft and care that has gone into this product for over a century.
My next step would be to examine how to execute this heritage-based brand voice across branding, package design and campaign experience.
Branding:
Barilla's brand has evolved from a hand-painted stylized logotype, to ornate sculpted swash lettering, to a modeled bold red and white shield that began to arise in the late 1960s. While this red "button" has remained the core branding element for nearly 50 years, it fails to communicate the history and heritage upon which the brand is founded — the true Italian pasta.
As such, I began to develop a system of cooperative brand elements that revisit Barilla's branding of old, but work congruously with the modern
identity system.
Below is the final 130th Anniversary mark created and a brief collection of the preliminary study.
Barilla's brand has evolved from a hand-painted stylized logotype, to ornate sculpted swash lettering, to a modeled bold red and white shield that began to arise in the late 1960s. While this red "button" has remained the core branding element for nearly 50 years, it fails to communicate the history and heritage upon which the brand is founded — the true Italian pasta.
As such, I began to develop a system of cooperative brand elements that revisit Barilla's branding of old, but work congruously with the modern
identity system.
Below is the final 130th Anniversary mark created and a brief collection of the preliminary study.
Package Design:
Once a system of heritage brand elements were in place, I was then charged with redesigning the packaging for Barilla's Pasta Sauce products and creating a line of anniversary packs for the semolina line of pasta.
The existing large cylindrical jars were replaced with smaller square-shaped mason jars with the 1930s Barilla logotype etched into the side. The label was a nod to the original "Pasta Boy" used in 1903 advertisements — updated with sauce ingredients replacing flour and eggs, creating "Sauce Boy." The lid was a brass-finished tin led with the new Heritage Logo stamped on the top in Barilla Blue to unify the sauce jars with the traditional blue boxes of the pasta.
Once a system of heritage brand elements were in place, I was then charged with redesigning the packaging for Barilla's Pasta Sauce products and creating a line of anniversary packs for the semolina line of pasta.
The existing large cylindrical jars were replaced with smaller square-shaped mason jars with the 1930s Barilla logotype etched into the side. The label was a nod to the original "Pasta Boy" used in 1903 advertisements — updated with sauce ingredients replacing flour and eggs, creating "Sauce Boy." The lid was a brass-finished tin led with the new Heritage Logo stamped on the top in Barilla Blue to unify the sauce jars with the traditional blue boxes of the pasta.
Campaign Experience:
The hand-crafted Italian heritage was then applied to campaign executions in print, tv and online experiences. The print ads and microsite were based on the concept of a chef or gastronome's travels through Italy, with all of his discoveries collected in a journal. The photography and collected items gave a rich visual presence to the stories being retold through the author's hand drawn sketches and writings.
Online, the experience was designed to be a playful discovery of Italian culture and cuisine. In addition to a primary navigation, users could drag and click objects on the page to reveal new recipes, stories, videos and even send their friends virtual postcards from different Italian cities. Due to the expanse of this digital experience, I created a display typeface to mimic my hand-drawn type of the print pieces. Additionally, recipe cards, post cards, and ambient video were created to fully engage the audience. Given the sheer scale of visual components used, I was thrilled to utilize my own illustrations and photography to document the virtual experience.
The hand-crafted Italian heritage was then applied to campaign executions in print, tv and online experiences. The print ads and microsite were based on the concept of a chef or gastronome's travels through Italy, with all of his discoveries collected in a journal. The photography and collected items gave a rich visual presence to the stories being retold through the author's hand drawn sketches and writings.
Online, the experience was designed to be a playful discovery of Italian culture and cuisine. In addition to a primary navigation, users could drag and click objects on the page to reveal new recipes, stories, videos and even send their friends virtual postcards from different Italian cities. Due to the expanse of this digital experience, I created a display typeface to mimic my hand-drawn type of the print pieces. Additionally, recipe cards, post cards, and ambient video were created to fully engage the audience. Given the sheer scale of visual components used, I was thrilled to utilize my own illustrations and photography to document the virtual experience.
