Creative Agency: FutureBrand
Project Type: Produced, Commercial Work
Client: Barilla
Location: Italy
Packaging Contents: Pasta
Packaging Substrate / Materials: Cardboard
Printing Process: Flexography

Barilla aims at being one of the most trusted brands around the world by offering healthy and joyful food inspired by the Mediterranean lifestyle. To do so, the Group is committed to promote a new nutrition culture sustaining processes and products that could positively act on everybody’s future. Barilla Bio, their new organic pasta range, needed to reflect the brand philosophy and encourage a healthier and happier way of eating.

“Our objective was that of making of Barilla’s new organic pasta range a new global icon by leveraging on Barilla’s brand awareness and trust . The concept of purity was chosen as a strategic way to transfer the positive values of the new range to the consumers worldwide. The pack hero is the iconic visual element representing pasta growing directly from the ear with no intervention from the outside as Barilla Organic pasta is made with high quality organic durum wheat from organic wheat farms that utilize sustainable farming method” say Gianni Tozzi, Executive Creative Director of FutureBrand Italia.

Barilla’s blue, one of the brand most recognizable and unique visual assets, has been lightened and made more natural, a way of reinforcing the message of purity and genuineness of the products endorsed by the #1 Italian pasta brand. An irregular font was designed to write “Bio”, a way of increasing the relevance of the range message.

What’s Unique?
The creation of a brand new global line of organic pasta by Barilla addressing people who care about their health, want to act sustainably and love good food. The result is a contemporary brand identity expressing naturalness and connecting Barilla tradition and expertise to the new needs of its worldwide consumer’s target.