Soubry Pasta Range

A fresh look

For over 100 years, Soubry has been synonymous with pasta in Belgium. Founded in 1921, the brand has grown from a small family mill to the national market leader in pasta and flour. With more than 100 products – from classic pasta to innovative varieties made of spelt or lentils – Soubry combines quality, trust and enjoyment. The goal of the relaunch was to bring greater visibility and clarity to the supermarket shelf. The previous design architecture appeared somewhat outdated, the food imagery lacked appetite appeal and the sub-ranges were missing a cohesive overall appearance. It was time to rejuvenate the brand image, communicate more taste appeal and create a contemporary, well-structured, consistent design.

Less glow, more substance

We’ve toned down the glow and created space for clear typography, capital letters that stand out and authentic quality. The darker colour palette signals quality, while the striking variant name help guide the consumer directly to their chosen product. The iconic pasta fork perfectly encapsulates the experience: it’s not just about pasta, it’s about true pasta feeling!

Unified and unique

The result is a contemporary, harmonious design system that unites the entire range while allowing each variant to shine. An evolutionary relaunch that preserves the familiar brand while simultaneously reinventing it. Today, Soubry’s on-shelf presence is confident, modern and conveys a strong sense of enjoyment.