RANA. Spaghetti al nero

Design: XPOM
Location: Russia
Project Type: Produced
Client: RANA
Product Launch Location: Global
Packaging Contents: Spagtetti

The packaging design concept is based on a metaphor comparing the similarity of long spaghetti and the shape of bicycle spokes. The concept emphasizes the belonging of black spaghetti to the healthy-food segment and healthy nutrition for sports. “Raggi delle route” – translated from Italian “Bicycle spokes”. The sleek packaging in the shape of a cylinder made of matt black cardboard, with a special finish – gold stamping and UV varnishing, clearly indicates that the product belongs to the premium segment. The packaging design uses an animation of black stripes that works when the lids are turned – bicycles come to life and begin to ride. This is impressive and engages the customer in the communication with the product.

Known for its black color from cuttlefish ink, the gastronomic dish could not be missing from the range of the world famous Italian pasta maker RANA. According to legend, the recipe for the production of black spaghetti was invented by the chef, who, due to his frugality, tried to add cuttlefish ink to give the original fishy taste. Today, despite its humble origins, these spaghetti are considered an exclusive delicacy for true gourmets. Spaghetti has an amazing taste and a full range of valuable macro- and microelements. Healthy carbohydrates provide strength and energy for sports and daily life. Spaghetti with cuttlefish ink is produced without preservatives and dyes, only from the highest quality raw materials and offered in a beautiful and elegant black packaging.

What’s Unique?
The packaging design uses an animation of black stripes that works when the lids are turned – bicycles come to life and begin to ride. This is impressive and engages the customer in the communication with the product.