The new global identity for Barilla‘s range of pestos was designed with the ambition of creating a strong and timeless symbol that represents the essence of Italian culture. Incorporating 14 references, a distinct visual identity, and a product line destined to stand the test of time, this ambitious endeavor took its first steps with the creation of a new logo. Our aim was to establish the brand as the epitome of excellence within the growing pesto category, driving its evolution on a global scale.
We chose a sans serif font that is minimalist and clear, and added subtle cuts near the junctions of the letters to enhance its aesthetic appeal. From a pool of hundreds, we meticulously selected a leaf, expertly crafted by artist Brahmino, to symbolize the remarkable basil used in our pestos. Basil represents untouched freshness and is a quintessential element of Italian cuisine that can elevate any dish, making it a fitting centerpiece for our logo. The inclusion of basil leaves in the design enriches the visual appeal of our pestos, adding value, elegance, and ensuring a harmonious balance on each side of the logo.
Furthermore, we developed a bold and unique visual identity that accentuates the quality of our ingredients and sheds new light on the entire range of pestos. With a single design, we capture the diverse array of flavors offered.
Recognizing the increasing value of the new Barilla Pesto range, we pondered how best to present such a remarkable product to top managers and key individuals. Our solution was to design a covetable packaging by encasing the jar as a precious work of art. We enlisted the talent of artist Johnny Pixel to create 25 exclusive art pieces inspired by the product, further enhancing its allure and exclusivity.