Design: Jenny Yu Jin Chae
Project Type: Student Project
School: RMIT University
Course: Communication Design
Tutor: Renato Gallina
Location: Melbourne, Australia
Packaging Contents: Su Filindeu pasta
Packaging Substrate / Materials: Cardboard,paper, foil, thread
Printing Process: Digital Printing, Gold ink

The aim of the project is to design a packaging for Su Filindeu with black squid ink pasta made by Italian artisan that is only available in Sardinia, Italy. Su Filindeu is the thread of god in Italian and the world’s rarest.

The concept behind of packaging is the uniqueness of the product, so I tried to make it as luxurious and it contains the meaning of Su Filindeu pasta. To express the identity of the product through packaging. I tried to make the packaging well crafted and luxurious at the same time as if it was made by master craftsmen. All of the pasta packagings were designed using the colour of the product, black, except for the last pasta packaging. To make this into a high-end packaging to used gold ink to contrast the black.

When a consumer first look at the box, there is a hole on the lid. The reason for the hole in a circle is to show the same shape as the tool used to make the pasta. One hole is divided in half, one side is showing the content of the box. The other half is blocked with black thread that has a similar texture to the product. When a consumer first look at the product I wanted a consumer to be intrigued and make them guess what the product is, that is why only two-thirds of the actual pasta is exposed. The box uses a thread and button mechanism to open the box. This mechanism is also showing the identity of the product and its meaning.

The choice of paper was also carefully chosen. The inside and outside of the box and the gold box for the pasta uses different types of paper. The paper on the outside of the first box used Skin Curious Matt paper to express the texture of the natural sea of Sardinia, Italy, the source of the product. This paper has sand-like texture and organic feel to similar to the sand in the Sardinia ocean. For the inner box, it uses Skin Curious paper which is much softer in comparison to the exterior box. To show softness like the of the pasta. Through these various factors, the customer can open the box and then realize the concept of package design is perfectly consistent with the identity of the product. Also, when a consumer touches and feels a product as they take it out, a number of factors can help them realize the integrity of the product.

*This is a hypothetical student project

What’s Unique?
Created the black box with the same colour as the pasta and printed logos and texts in gold ink to show luxurious. A consumer can get to the last product through several layers, the last pasta box uses gold foil. The alteration between black and gold is to surprise the consumer. It’s as if the consumer has finally found a valuable pasta like gold.

A thread wound around a hole in the top of the box gave a hint of the product and the rest showed a real pasta. When the consumer opens the box lid, there is also a hole in the cover. This hole is bigger than the hole in the first box lid. The inner box has a perfect hole so the consumer can see the pasta properly. The black box was filled with gold text and, on the contrary, the black text was engraved on inner gold pasta bag, giving consumers a sense of anticipation through colour.

Through these various factors, the customer can open the box and then realize the concept of package design is perfectly consistent with the identity of the product