New Global Identity for the Barilla Pesto Range by marimo

New Global Identity for Barilla Pesto Range

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.

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Brand

Barilla

Categories

Food

Credits

Agency: Marimo
Logo and Packaging Design: Francesco Di Muro, Ines Somai Lasa, Lorenzo De Angelis, Giampiero Quaini, Lorenzo Morelli, Gianluca Petrassi, Oriana Distefano, Sara Pignatone
Photography: Simone Bramante – Brahmino, Alessandro Battistini – Studio Gamma
Account: Maria Teresa Ubertis, Alessandra Avico, Silvia Mellini
Creative Director: Paola Manfroni, Assunta Squitieri, Anna Di Cintio, Mariano Lombardi
General Manager: Giovanna Ridenti

Couvette
Art Director: Oriana Distefano
Copywrite: Camilla Valle Porlezza
Creative Director: Anna Di Cintio, Mariano Lombardi
Artists: Johnny Pixel, Simona Cozzupoli
Account: Alessandra Avico, Silvia Mellini
General Manager: Giovanna Ridenti

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Brand

Barilla

Categories

Food

Credits

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