Interview about Italian Pasta Brand Packaging, winner of the A' Packaging Design Award 2024
The designer created a new brand of pasta, able to attract the attention of the main audience and at the same time to interest new customers. The visual style of Chefz Food is characterized by bright, contrasting colors and clear zoning. The design structure adapts easily to different contexts and conveys the brand's personality. The typography emphasizes the benefits of the packaging and key information. In addition, the designer developed a logo that defines the values, voice and character of the brand and ensures its personalization.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe color palette was carefully developed to combine vibrancy with sophistication, reflecting the authentic Italian heritage of the brand while ensuring shelf standout. Each pasta variety was assigned a unique shade to create clear visual zoning, making it easy for consumers to differentiate products at a glance. For example, warm tones like orange and red were used for classic cuts, symbolizing tradition and passion, while cooler shades like teal and green were applied to highlight specialty or premium varieties, evoking freshness and quality. This thoughtful use of color not only organizes the range visually but also enhances the overall brand storytelling.
To achieve this balance, we combined classic visual cues, like serif typography and authentic Italian motifs, with sleek, modern design elements. The bold and vibrant color palette adds a contemporary edge, while the clear zoning and minimalistic layouts provide a clean and sophisticated look. Traditional aspects, such as hand-drawn textures and subtle references to pasta-making craftsmanship, appeal to established audiences seeking authenticity. Simultaneously, the fresh, dynamic aesthetic and vibrant accents resonate with younger consumers who value both tradition and innovation, creating a design that bridges generational preferences.
The decision to incorporate gold Pantone detailing was driven by the desire to convey a sense of premium quality and authenticity, reflective of the rich heritage of Italian pasta-making. We opted for metallic inks instead of traditional foil stamping to achieve the luxurious effect while being mindful of sustainability. This choice reduced material waste and aligned with eco-friendly printing practices. Additionally, the packaging materials were selected for their recyclability, ensuring the premium design not only stands out but also supports the brand’s commitment to environmentally responsible practices.
The chef character was inspired by the tradition and craftsmanship of Italian pasta-making, embodying the expertise and passion behind the brand. This friendly and approachable figure acts as a visual storyteller, connecting consumers to the authentic culinary heritage of the product. By adding a human element, the chef character fosters trust and relatability, creating an emotional connection with both long-time pasta enthusiasts and younger audiences seeking authentic yet approachable products. It symbolizes a personal touch, reinforcing the idea that each product is crafted with care and expertise.
Our approach to typography was focused on creating a clear hierarchy to ensure that essential information is instantly recognizable across all package sizes. The product name takes center stage, set in bold, legible serif type to emphasize authenticity and tradition. Supporting details, such as cooking times and pasta type numbers, are displayed in a contrasting, clean sans-serif font for modernity and clarity. We adjusted font sizes proportionally for smaller packages, maintaining readability without overcrowding the design. Strategic spacing and alignment were key to preserving visual harmony, allowing the typography to stand out while integrating seamlessly with the vibrant colors and other design elements.
Adapting the design system for various pasta shapes required a modular and flexible approach. We established a core visual identity—consistent use of typography, color palette, and the chef character—to ensure brand recognition across all formats. For different dimensions, we adjusted the layout proportionally, prioritizing key information like the pasta name and type number for visibility.Horizontal and vertical formats were carefully considered, with unique design elements, such as zoning or background accents, repositioned to fit seamlessly without losing visual impact. This adaptability allowed us to maintain a cohesive brand presence while respecting the unique requirements of each pasta shape and package size.
Market research revealed several critical insights that shaped the final design. First, consumers prioritize clarity and ease of differentiation when selecting products in crowded pasta aisles. This led us to create a vibrant color-coding system and clear typography to ensure instant recognition of pasta varieties.Second, authenticity and tradition emerged as key drivers for purchasing decisions, particularly for an Italian brand. To address this, we incorporated heritage-inspired design elements, such as the chef character and classic typography, to highlight the brand's roots.Lastly, younger consumers expressed a preference for modern, visually appealing packaging. This drove the inclusion of sleek layouts, bold colors, and subtle premium touches, like gold detailing, to bridge traditional values with contemporary aesthetics. These insights ensured the packaging resonated with both loyal and new audiences.
To balance aesthetic appeal with functionality, we focused on three key principles: visibility, clarity, and engagement. To stand out on shelves, we used bold, vibrant colors that differentiate each pasta variety and attract attention, even from a distance. The gold Pantone detailing and the iconic chef character added a premium and memorable touch, ensuring visual impact. For effective communication, we prioritized a clean hierarchy of information. The pasta type and number are prominently displayed in large, legible typography, while supporting details like cooking times and portion guidelines are clearly positioned to be quickly accessible. The modular design ensured consistency across all formats, enhancing both practicality and brand recognition.By combining these elements, the packaging not only captures consumer interest but also meets the practical needs of informed decision-making.
Sustainability was a guiding principle throughout the design process, influencing both material selection and design execution. From the outset, we prioritized recyclable materials and opted for mono-material packaging where possible, ensuring ease of recycling without compromising product protection.The use of metallic inks instead of foil stamping reduced waste while achieving the desired premium look. The compact, efficient packaging formats minimized material usage, aligning with eco-conscious practices. Furthermore, we avoided overcomplicated elements that could hinder recyclability, such as multi-layered materials or excessive adhesives.Even the design itself reflects sustainability by emphasizing simplicity and longevity, avoiding trends that might feel outdated. This ensures that the packaging remains relevant and environmentally responsible, meeting the expectations of today’s eco-conscious consumers.
The packaging design system can evolve by incorporating sustainable materials, interactive digital features, and seasonal editions, all while maintaining its authentic and premium appeal. This approach ensures the brand stays relevant to changing consumer needs while preserving its award-winning identity.
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