Convivo Pasta; Prego Rebrand

I am Gracey Kline, a third-year student at the University of Wisconsin–Stout, studying Graphic Design. This project was completed for my Products and Packaging class as a rebranding assignment.

I was drawn to this idea because I have a can of Prego sauce on my kitchen shelf, and I thought the packaging didn’t fully reflect the warmth, authenticity or sense of togetherness I associate with a family meal. I wanted to rework the brand to better capture the feeling of bringing people together through food, something comforting, genuine, and inspired by Italian tradition.

I noticed that while Prego’s name translates to “please” in Italian, the brand itself felt largely American and homestyle. I thought it would be interesting to expand on that Italian connection and make the brand feel more rooted in Italian flavors and mealtime traditions. After looking into Prego’s story, I thought their focus on homestyle cooking and locally grown tomatoes was a strength, but I felt the packaging didn’t communicate that clearly. I wanted the rebrand to highlight that story and feel like something that truly belongs at the center of a family table.

For the new product line, I chose Bolognese sauce, Genovese pesto, and penne pasta noodles. These were strong choices because Bolognese and pesto are two of the most popular sauces in Italy, and penne is one of the most loved pasta shapes. Since Prego does not currently offer pasta, I thought adding pasta boxes could help bring their homestyle message full circle.

I decided to rename the brand Convivo, inspired by the Italian word meaning “to live or feast together,” because I thought it captured the idea of connection and shared meals. The overall product line is called the Tavola Collection, inspired by the Italian word for “table,” because I thought it reinforced the concept of bringing families together at the table. I redesigned the logo to resemble a placemat on a table, which I thought would subtly reinforce this idea of gathering.

I also created hand-drawn placemat illustrations for each product, which would give a more personal and approachable feel. I illustrated boiling pasta on the penne box, a Genovese pesto plate, and a Bolognese dinner plate. I thought using these illustrations on the labels would help connect the line visually and make the products feel inviting and authentic, encouraging families to gather and enjoy meals together.

Project Credits:

Concept, branding, packaging design, logo redesign, and hand-drawn illustrations: Gracey Kline

Original brand inspiration: Prego

Class: Products and Packaging, University of Wisconsin–Stout