Under the Italian Sky

Posted on

Derrick Lin


Agency: FutureBrand
Creative Director: Stefano Missoli
Location: Italy
Project Type: Produced
Client: Barilla
Product Launch Location: Global
Packaging Contents: Pasta
Packaging Substrate / Materials: Cardboard
Printing Process: Offset

Barilla, the brand that more than any other stands for Italy, an unmistakable mix of beauty and life style so well expressed by its food and conviviality, has just launched its new global brand strategy and architecture. A four-handed work led together by the Barilla team and the FutureBrand team, winner of the international pitch. Based on a strategic approach that focuses on emotions, the project aims at telling the brand unique story, its passion, lightness and love for pasta, and of course its leadership.

As in a film spanning over almost 150 years, the unifying element of the narration is the pure blue of the Italian sky, the luminous witness of the events taking place under its vault. It embraces everything: the carefully cultivated wheat fields, the production of pasta up to the tables of the thousands of families who enjoy its warmth and taste.

“The protagonists of the new creativity are our values: passion, conviviality, sharing and the new quality of our pasta. Barilla wants to offer a renewed, better pasta, a product that Italians may love more than ever and that can represent a unique moment of joy and sharing with the ones they love and their friends,” Elena Tabellini, Vice President – Marketing Italy Barilla & Voiello

That special hue of blue of the Italian sky on a summer day has been transferred to the Barilla pasta packaging. The packs say farewell to their traditional blue for a lighter shade full of emotion and generosity. Today, that light blue characterizes Barilla packaging all over the world celebrating the Italianness of the most loved pasta brand.

The product is showed in all its naturalness, letting the raw material itself tell its story and show even those small imperfections that make it unique. The back of the pack is dedicated to the philosophy of the brand that places the corn ear at the center of its world as a symbol of its devotion to quality.