A Gift From Barilla

A century-old brand, barilla is the top choice for pasta that has maintained its classic taste and manufacturing, as well as its traditional pasta packaging. To keep up with the era, it needs to repurpose its packaging to connect with new audiences and emphasize its timeless brand philosophy, “A sign of love while cooking the pasta”.

Role

Art Direction, Graphic Design, Package Design

After the pandemic occurred, people's habits began to change. Young people started to prepare their own food at home. According to the statistics, the study found that 90% of North American Millennials cooked meals at home in 2022, and 73% of Gen-Z cooked their own meals in 2022. Moreover, because of the pandemic, international tourism only began to quietly recover in January 2022, with travel becoming the main desire of everyone.

Key insights

What if Barilla covers high-quality pasta, traditional food, and Italy travel culture?

Solving the opening problems of old package

In the original package, Barilla uses folding cartons that lead to the entry of bacteria and dust because of opening, also, it is difficult to control the amount of pasta. In the new design, I design a new package for solving the opening problems. The proper size of the opening allows for precise cooking quantities for each serving of pasta.