Project Scope: Brand Strategy, Visual Identity, Packaging, Brand Activation | 2022
Details: Thesis done at Domus Academy, Milan in collaboration with Barilla
Brief: Barilla, the Italian pasta giant, has invested in Blu Rhapsody, an innovative startup that sells 3D printed pasta. BluRhapsody aims at reinventing the art of pasta making by producing complex pasta shapes and allowing consumers to customise shapes, colour and flavour. The brand is currently perceived as a tech, 3D food printing brand. Barilla wants the brand to be recognised as luxury pasta brand expressing through fashion, art and lifestyle. The goal is to improve Barilla’s image in terms of superiority and innovation
The visual identity system is inspired by shapes of pasta. It is a modular design system which builds on a triangle quite similar to how filaments come together to form one piece of 3d printed pasta. It's symbolic of technology and innovation. Unique compositions built using triangles help form patterns which become a part of the brand identity and increase brand recognition when used across various collaterals. The color palette adds a touch of elegance to the brand. Red is the primary color to maintain a visual connection with the parent brand, Barilla.
In the post pandemic world, everything is becoming about the experience that comes along with the product. Brands have stepped up their game and created meaningful customer experiences for people. Grandeur Cucina aims at creating a world of its own; an immersive world revolving around food, technology and innovation. As part of customer engagement, an interactive experience and events await people at its stores. The goal is to build a community of food connoisseurs; chefs, home cooks, food lovers alike.
