Discover

Define

Design

Develop

C O N T E N T S

4

22

36

56

History

Values

Visual & Verbal Audit

Image Attributes

Audience

Compet i t i on

We l l Known Fac t s

D I S C O V E R

7

8

9

14

16

18

20

The Discover phase for Barilla begins with an exploration of the history of the Barilla Group. It is important to examine the history of this company because a large part of their inspiration and ideals are rooted in their history. Barilla pasta is a private, family owned company. In 1877 The first Barilla shop opened in Parma, Italy by Pietro Barilla senior. The company started as a bakery that made fresh breads and pastas. In 1910 Riccardo and Gualtiero, Pietro Senior’s sons, took the reins of the company. Under their management the company made progress towards industrial production with the construction of a real bread and pasta factory which employed 80 people and produced 80 tons of pasta a

day. Today the company is owned by the fourth generation of the Barilla family: Chairman Guido Barilla and Vice Chairmen Luca and Paolo Barilla. In 1971 Barilla became an American Company when the Barilla brothers sold the majority share. Guido Barilla attended Boston College in the U.S. and spent a year in the U.S. selling pasta to specialty stores and Italian restaurants in the 1980s. “I understood that the real future of our company was in the U.S.” Barilla is still the number one pasta in Italy today. Barilla produces many different types of pasta, over 120 different shapes and sizes. It is the world’s leading pasta maker with 40%-45% of the Italian market and 25% of the U.S. market.

HISTORY

7

Following the history section in the Discover phase is a discussion of the values of the Barilla Group. These values are the ways in which the company wishes to be seen and what they would like to be known for. The Barilla Company is an Italian family company that has been around since 1877. Barilla believes that “food is a joyful convivial experience, is taste, is a form of sharing and caring.” The company offers delightful and safe products at a great value. Barilla believes in the “Italian nutritional model, that puts together superior quality ingredients

and simple recipes creating unique five senses experiences.” The Barilla group lists their values on their website: passion, trust, intellectual curiosity, integrity, and courage. A sense of belonging, courage, and intellectual curiosity inspire those at Barilla. Barilla has always linked its development to people’s wellbeing and to the communities in which it operates. It is their vision to help people live better by “bringing well-being and the joy of eating into their everyday lives.”

8 Barilla

VALUES

After researching the history and values of the Barilla company a visual and verbal audit was compiled. Several different types of verbal and visual communication used in Barilla’s current campaign are identified in this audit. It is important to evaluate a verbal and visual audit of a company to see any inconsistencies within the branding. The verbal portion of the audit is what a company says about itself. The current English tag lines and marketing messages

were used for the verbal portion of the audit. They are as follows: 1) “Pasta, Sauce, and the Good Life” 2) “Italy’s No. 1 Pasta” 3) “The Choice of Italy” 4) “The All-Italian Pleasure of Good Eating” 5) “The Pasta-bilities are Endless”The visual portion of the audit is what a company shows us about itself. The visual portion of the audit

VISUAL AND VERBAL AUDIT

fig. 1: Print Ads

9 Discover

fig. 2: Print Ads

fig. 3: Italian print ad fig. 4: New Years print ad

can be seen in the brand’s print ads (fig. 1- fig. 7), iPhone App (fig. 8), website (fig. 9), Facebook (fig. 10), Twitter (fig. 11), shelf displays (fig. 12), and TV commercials (fig. 13 - fig. 14).

10 Barilla

fig. 5: Print ads featuring noodle shape fig. 6: Billboard

fig. 7: Print ad featuring noodles fig. 8: iPhone App featuring recipes

11 Discover

12 Barilla

fig. 9: Website fig. 10: Facebook

fig. 11: Twitter fig. 12: Shelf Display

13 Discover

fig. 13: TV commercial still fig. 14: TV commercial still

PASTA, SAUCE, AND THE GOOD LIFE

ITALY’S NO. 1 PASTA

THE CHOICE OF ITALY

THE PASTA-BILITIES ARE ENDLESS

This section of the Discover phase is dedicated to the found image attributes of the Barilla brand. It is important to examine a company’s found image attributes to get a sense of how the general public views the brand. These image attributes were found by conducting two forms of research:

1) An examination of an online review and an online article about Barilla. 2) A user survey was conducted. Family members and friends were asked to describe Barilla in three words.

IMAGE ATTRIBUTES

14 Barilla

HEALTHY

GENUINE

QUALITY

SIMPLE

COST-EFFECTIVE

CLASSIC

CUCINA

CONSISTENT

DELICIOUS

NO. 1

AFFORDABLE

GOOD PRICE

QUICK

INTEGRITY

COURAGE

CHEAP

BASIC

ITALIAN

INEXPENSIVE

GENUINE

CLASSIC

QUALITY

RELIABLE

VARIETY

EASY

TASTY

HEALTHIER

GOOD

SELECTION

CONSISTENT

GOOD

CONVENIENT

RELIABLE

INEXPENSIVE

ITALIAN

RELIABLE

BEST AVAILABLE

GOOD PRICE

NICE PACKAGING

TASTES GOOD

ITALIAN

VARIETY

EASY

THE BEST

INTEGRITY

AFFORDABLE

VARIETY

GOOD PRICE

NOT CHEAP

GENERIC

AUTO GRAPHICS

AUTO GRAPHICS

UTILITARIAN

GENERIC

OLD

TIRED

STANDARD

BULKY

AWKWARD

AUTO GRAPHICS

PROS

CONS

15 Discover

This section of the Discover phase identifies Barilla’s current audiences. It is important to examine the audience(s) of a brand to be sure they are successfully advertising to their main target market. 1) According to Forbes Magazine, “Barilla spent heavily on advertising, especially daytime television to target its biggest customers: housewives”. Along with housewives, Barilla also has secondary and tertiary audiences:

2) The secondary audience for Barilla is family men. Now-a-days there are many more stay-at-home dads, same-sex couples, and men who just enjoy cooking. 3) The tertiary audience for Barilla is College students. Pasta is a quick, easy, and cheap way to enjoy a home cooked meal. Students tend to purchase Barilla for the convenience.

AUDIENCE

16 Barilla

17 Discover

HOUSEWIVES

FAMILY MEN

STUDENTS

This section of the Discover phase addresses Barilla’s competition. Three forms of research were conducted to discover Barilla’s competition. 1) An examination of the pasta shelves at Cub foods. This study found Creamette to be a competitor for Barilla. The shelving display for Creamette is larger than the display for Barilla. This study also showed that Creamette is less expensive than Barilla. 2) Online articles and reviews on Barilla show that Ronzoni and Kraft are competitors.

3) A user survey was conducted. Family members and friends were asked what kind of pasta they usually purchase and what they cook when in a hurry or trying to save money. This study showed that off brand pasta is a competitor (especially among college students). Rienzi, Annie’s, and other gluten free pastas and meals are competition. Along with other quick meal options like frozen meals, rice, soup, pizza, eggs, macaroni & cheese, and ramen.

COMPETITION

18 Barilla

19 Discover

GLUTEN FREE OPTIONS

CREAMETTE PASTA

QUICK MEALS

The final section of the Discover phase for Barilla is the company’s three well-known facts. It is important to determine these three well-known facts because, similar to the image attributes, this is how a brand is seen from the general public; this is what is being said most often about the brand.

Barilla’s well-known facts were found by taking all the research from the Discover phase into consideration. The three well-known facts for Barilla’s current campaign are 1) the blue boxes, 2) that it’s an Italian brand and 3) that it’s a classic food item.

WELL KNOWN FACTS

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BLUE BOXES

ITALIAN

CLASSIC

21 Discover

New Audience

Desired Image Attributes

Design Criteria

Brand Posit ioning

D E f i N E

25

28

29

34

The next phase of the Barilla re-design is the Defi ne phase. In this phase we identify which aspects of the original Barilla campaign are working and which aspects are not working. These are revealed in many of the words collected in the image attribute section of the Discover phase. The image attributes tell us that although there are many good qualities

about the Barilla brand and the pasta itself, such as healthy, quality, variety, and classic, there are a few attributes that are negative such as old, tired, and awkward. To help guide our re-design for Barilla we start off the Defi ne phase by creating a new target audience. In the fi rst section of the Defi ne phase a new

NEW AUDIENCE

25

26 Barilla

audience for Barilla is created. This new audience is defined through a persona. The new audience persona that was created for Barilla is a couple named Jenny and Travis. Jenny is 26 years old and Travis is 28 years old. They have been dating for two years and live together in a studio apartment in downtown Chicago, IL. They met in college where they attended the University of Illinois. They are not married and do not have children. Both work in downtown Chicago, their income combined is $110,000 per year. Because they are living together

without any children they have a disposable income. They are both in the beginning of their careers, Jenny as a Journalist and Travis as a Graphic Designer. They take public transportation to work (the EL and bus system). They lead busy, social lifestyles. Jenny and Travis spend the majority of their time together. They also love being with family and friends. They enjoy hosting dinner parties where they cook and share large meals. They have an appreciation for quality, healthy food and are up-to-date with the new

27 Define

“FOODIES”LIBERAL

FAMILY ORIENTEDOPEN-MINDED

HEALTHYHAPPY

PASSIONATEACTIVE

LIGHT HEARTEDPROFESSIONAL

INTELLIGENTURBAN

ARTISTICUPPER-MIDDLE CLASS

trends in food. Jenny and Travis consider themselves “foodies” and are passionate about experimenting with new recipes. Along with eating healthy the couple also enjoys working out and staying in shape. Jenny and Travis have an active social life. They attend happy hour with friends and love hitting up new, popular clubs downtown. The couple also enjoys music. They like to learn about new bands and attend concerts on the weekends. For a quieter time together they visit museums and art exhibitions. The couple is up-to-date with the newest technology. Jenny has a cooking blog and Travis dabbles in photography. Jenny has an iPhone 4 but is excited to upgrade to the iPhone 5 and Travis uses a MacBook Pro for his design and photography work. They keep up with their friends and family through text messaging and over Facebook, Twitter, Pintrest, and Instagram.

For this portion of the Define phase the desired image attributes were identified. By examining the existing image attributes and our new audience we came up with six desired image attributes for the new Barilla brand, they are quality, healthy, tasty, variety, authentic, and classic. The word quality is defined as the “general excellence of standard or level” The word healthy is defined as something that is “possessing or enjoying in good health”.

The word tasty is defined as “having a pleasant, distinct flavor”. Variety is defined as “a number or different types of things, especially ones in the same general category”. The word Italian means “Of or relating to Italy, its people, or their language”. Classic is a word that means “something that is judged over a period of time to be of the highest quality and outstanding of its kind”.

DESIRED IMAGE ATTRIBUTES

28 Barilla

29 Define

Using these new found desired image attributes we then put together the design criteria for the new Barilla branding system.

We did this by pairing each word attribute with the five senses: see, hear, touch, taste, and smell.

DESIGN CRITERIA

QUALITY

HEALTHY

TASTY

VARIETY

ITALIAN

CLASSIC

QUALITY

HEALTHY

TASTY

S E E TA S T E

30 Barilla

H E A R F E E LS M E L L

31 Define

VARIETY

ITALIAN

CLASSIC

32 Barilla

S E E TA S T E

33 Defi ne

H E A R F E E LS M E L L

In the last portion of the Define phase we identify the new brand positioning for Barilla. With the help of Marty Neumeier who wrote the book The Brand Gap we created this brand positioning statement by identifying the “who”, “what”, and

“why” of our new brand. The “who” identifies who Barilla is. The “what” identifies “what” Barilla does and the “why” identifies why this brand special.

BRAND POSITIONING

34 Barilla

BRAND POSITIONING

BARILLA IS A HIGH QUALITY ITALIAN

PASTA COMPANY.

BARILLA PROVIDES HEALTHY AND TASTY

PASTA AS WELL AS RESOURCES FOR

RECIPES AND SAUCES FOR HEALTHY

MEAL OPTIONS.

BARILLA OFFERS A VARIETY OF PASTA

AND MEAL OPTIONS FOR THOSE WITH

SOCIALLY ACTIVE LIFESTYLES WHO ARE

CURIOUS ABOUT THE ART OF COOKING.

BARILLA IS A QUALITY ITALIAN PASTA COMPANY THAT

PROVIDES TASTY PASTA, RECIPES, AND SAUCES FOR HEALTHY

MEAL OPTIONS FOR THOSE WITH SOCIALLY ACTIVE LIFESTYLES

WHO ARE CURIOUS ABOUT THE ART OF COOKING.

35 Define

WHO

WHAT

WHY

Marketing Strategy

Marketing Message

Visual System

D E S i G N

39

42

44

The Design section is dedicated to the marketing strategy, marketing message, and design elements for the new campaign based on what was established in the Define phase. Firstly, in the Design phase, the new Barilla marketing strategy is identified. By examining Jenny and Travis’ daily activities we are able to determine the most effective means of advertising applications. These applications are put in their every-day environment so they happen upon them naturally. Jenny and Travis are up-to-date with new forms of technology and receive many forms of advertising through the use of their iPhones, apps, social media, and blogs.

Although the couple is tech savvy they still have an appreciation for tactile, old-fashioned forms of communication. This is expressed through the cookbook. The cookbook pushes the authentic, classic feeling in the new Barilla brand. Jenny and Travis primarily use public transportation to get to and from work. Bus stop ads and billboards are something they pass by every day. The couple enjoys experimenting when it comes to cooking but they like to be introduced to new products so they are guaranteed quality. Free samples at grocery stores allow the target audience to get a feel for the product without having to commit right away. View fig. 15 for further explanation.

MARKETING STRATEGY

39

Barilla products are sold, events are advertised, recipes are listed. The site links to the Barilla Facebook, Barilla Twitter, and the Barilla Blog.

The new Barilla campaign is based around their limited edition cookbook called Buona Pasta, Bella Vita.

COOKBOOK WEBSITE BLOG APP

The Barilla Blog is design like Pintrest. The public can upload and share pictures and recipes on the blog.

The Barilla App is an extension of the Barilla Blog where the public canupload and share pictures and recipes on their smart phones.

40 Barilla

fig. 15: Marketing Strategy

Barilla’s Twitter page updates the public on events, products, & recipes. The page links to the Barilla website, Barilla Blog, and Facebook.

Barilla’s Facebook page updates the public on events, products, & recipes.The page links to the Barilla website, Barilla Blog, and Twitter.

Bus stop ads advertise Barilla when target audience is en route to and from work using public transportation.

Billboards advertise Barilla when target audience is en route to and from work using public transportation.

Featured samples are offered at upscale grocery stores such as Kowalski’s & Lunds with a touch screen displaying the recipes from “Buona Pasta, Bella Vita”.

TWITTER FACEBOOK BUS STOP AD BILLBOARD SAMPLES

41 Design

MARKETING MESSAGE

After identifying the marketing strategy in the Design phase we then brainstormed possible marketing messages, or tag lines, for the new Barilla campaign. The phrase “Buona Pasta,

Bella Vita” was chosen as the final marketing message and is also used as the title of the Barilla cookbook. In Italian, Buona Pasta, Bella Vita translates to Good Pasta, Good life.

42 Barilla

Good Pasta, Good LifeBuona Pasta, Bella VitaRelax, You Still Have Great PastaFive Second RuleNew Favorite MealDream Up Something NewWe Believe in Favorite IngredientsIt Begins with BarillaWhat’s on Your Plate?Step up to the PlateMix It UpIt’s Always NewGo Ahead, Play With Your FoodGreat FoundationCreative CombinationsIt’s a Social ExperienceBuon AppetitoFor the Chef in YouTry Something NewIt’s What’s in Your PantryClassic, AuthenticOpen WideStep up to BarillaIt’s Classic

You’re Favorite IngredientFor the Chef in YouIt’s not like BakingWing It!Come up with Something GreatWhip up Something Great!Start with BarillaIt Starts with BarillaFor you, It’s Barilla!Let’s Make Something new TonightJust Add SauceJust Make SauceJust Add ImaginationBarilla is the CanvasGet Saucy!PrimoThe FirstClassic CreativityA Creative Approach to DinnerBringing Dinner to LifeNot what You Expect

A Basis for Your CreativityFun FusionsUniteMergeGreat Starting PointIt’s Always “In”The “In” CrowdA Classic CompositionCompose a MealEdible CompositionsStir It Up!New Way of Working with the Basics

BUONA PASTA, BELLA VITA

43 Design

VISUAL SYSTEM

The visual system for the new Barilla campaign is created by keeping the persona, marketing strategy, and marketing message in mind. The visual system consists of four elements: 1) Logo 2) Photography 3) Color Palette 4) Typography

LOGO

The new logo was developed through several different stages of refinement. First, we did a font exploration where in which we investigated as many different fonts as possible. Using this big catalog we could identify which fonts we wanted to go further with. During this research we settled on six fonts that had a retro, 1950s - 1960s vibe.

We then narrowed it down to one final font. This font is called Rechtman Plain. Using this type-face we created proprietary art by changing the letter shapes and counters and by adding the oval design element. This makes the Barilla logo unique to the new Barilla campaign.

44 Barilla

FONT EXPLORATION

45 Design

LOGO FINALISTS

46 Barilla

FINAL TYPE-FACE

PROPRIETARYART

47 Design

PHOTOGRAPHY

Barilla’s new campaign uses photography as the main visual element. The photography seen in this campaign was composed and taken by me. The photographs showcase a birds-eye-view of the recipes featured in the Barilla Pasta Co.’s cookbook, Buona Pasta, Bella Vita.

The photographs show all of the ingredients used in each recipe. The ingredients are laid out flat and organized in highly geometric patterns. Other photos used throughout the campaign include other cooking utensils like pots and spoons and some highlight close-up shots of just noodles.

48 Barilla

49 Design

50 Barilla

51 Design

52 Barilla

53 Design

COLOR PALETTE

The new color palette for Barilla is based off of the old color palette used in their prior branding. Initial research found that the blue boxes of Barilla are highly recognizable. Based off of this information

we decided to keep the equity of this color while adding the three colors of the Italian fl ag: red, white, and green. Also, yellow has been added as a highlight color which mimics the color of pasta.

54 Barilla

TYPOGRAPHY

Other than the Rechtman Plain, which the new Barilla logo is based off of, there are other typographical elements used in the campaign. These elements can be divided into four sections:

1) Cookbook Title: AdamGorry-Lights (All Caps) 2) Headers: Hero (All Caps) 3) Sub-Headers: Gill Sans MT (All Caps, Bold) 4) Body Copy: Tw Cen MT

COOKBOOK TITLE

This is the typeface used for body copy for the new Baril la cam-paign. The font is Tw Cen MT. This is the typeface used for body copy for the new Baril la campaign. The font is Tw Cen MT. This is the type-face used for body copy for the new Baril la campaign. The font is Tw Cen MT. This is the typeface used for body copy for the new Baril la campaign. The font is Tw Cen MT.

HEADER S

S U B - H E A D I N G S

55 Design

Cookbook

Billboard

Bus Stop Ad

Website

Blog

App

Social Media

Samples

Avatar

D E V E L O P

59

64

68

72

74

76

78

80

82

The Develop phase is where you can see all of the design elements created in the Design phase applied to the new Marketing System. The first application is the cookbook, Buona Pasta, Bella Vita. This newly designed campaign for the Barilla Pasta Co. revolves around this cookbook. This

cookbook is aimed towards Barilla’s new audience: young urban couples who like to experiment with the art of cooking. Buona Pasta, Bella Vita contains recipes that highlight healthy meal options and the many varieties of Barilla pasta

COOKBOOK

59

61 Develop

Jenny and Travis, Barilla’s new target audience, are an urban couple. A way to advertise to them and get their attention is with

the use of billboards. The target audience is likely to use public transportation on their way to and from work and pass these ads often.

BILLBOARD

64 Barilla

Similar to the billboard is the bus stop ad. This is another way to reach out to Jenny and

Travis on their way to and from work.

BUS STOP AD

68 Barilla

The billboard and bus stop ad display a link to Barilla’s new website: barillapastaco.com. On this site the viewer could buy Buona

Pasta, Bella Vita and other Barilla products, learn featured recipes, link to the Barilla Blog, and learn about the history of Barilla.

WEBSITE

72 Barilla

PRODUCTSPRODUCTSRECIPES HISTORYRECIPESABOUT BLOGABOUTHOME

Barilla on the WebBarilla on the WebRecources

Barilla on the WebLegal

73 Develop

The Barilla Blog is a place where customers can post photos of their favorite recipes and dishes that feature Barilla pasta. Viewers can

also search for a specific recipe or browse all of the recipes posted on the blog.

BLOG

74 Barilla

l ogSHARE

SEARCH

BROWSE

PENNE ALLA ARRABIATA uploaded: 11.26.12 30s ago

g

PENNE ALLA ARRABIATA uploaded: 11.26.12 30s ago

PRODUCTSPRODUCTSRECIPES HISTORYRECIPESABOUT BLOGABOUTHOME

Barilla on the WebBarilla on the WebRecourcesBarilla on the WebLegal

75 Develop

The Barilla App is similar to the Barilla Blog in that it is a place where customers can post photos of their favorite recipes and dishes that

feature Barilla pasta. Viewers can also search for a specific recipe or browse all recipes.

APP

76 Barilla

Barilla

uploaded: 11.26.12 30s ago

Shareyour

Favor i teBar i l laRec i pes !

SHARE

SEARCH

BROWSE add UPLOAD

Barilla

uploaded: 11.26.12 30s ago

Shareyour

Favor i teBar i l laRec i pes !

SHARE

SEARCH

BROWSE add UPLOAD

77 Develop

Once a month, at high-end grocery stores like Lunds and Kowalski’s, Barilla will offer free samples of featured recipes from Buona Pasta, Bella Vita. Along with the samples there will be discounted prices on the cookbook and pastas. To showcase the recipes there will be a

large touch screen where customers can swipe through the featured recipes. Those working at the free sample booth would wear Barilla branded aprons. The samples would be given in recyclable Barilla bowls.

SAMPLES

78 Barilla

79 Develop

Barilla’s new target audience spends a lot of time online and communicating through social media. Another way to keep the new audience up-to-date with the Barilla Pasta

Co. is with social media such as Facebook and Twitter. Here Barilla can share news and link viewers to the Barilla Pasta Co. website and Blog.

SOCIAL MEDIA

80 Barilla

81 Develop

82 Barilla

The last piece of the Develop phase is the Barilla avatar. The avatar shows the new Barilla logo in motion. This avatar can be used

in animations, t.v. commercials, website or iPhone app.

AVATAR

1

2

3

83 Develop

Work Cited:

http://www.forbes.com/global/2002/1125/036.html

http://www.barillagroup.com/corporate/en/home/chisiamo/history.html

http://www.barillagroup.com/corporate/en/home/chisiamo/vision.html

http://www.adbrands.net/it/barilla_it.htm

http://ianwiltshire.com/barilla.html

http://artnectar.com/2010/12/creative-advertising-happy-new-year-barilla/

http://www.advertolog.com/barilla/print-outdoor/corkscrew-3034905/

http://www.coloribus.com/adsarchive/prints/barilla-food-the-simpsons-2713655/

http://www.nicholaspizzolato.com/work/packaging.htm

http://www.facebook.com/BarillaUS?fref=ts

http://www.barilla.com/

http://www.goldengekko.com/?page_id=1883

http://www.triplepundit.com/2011/01/barilla-first-pasta-maker-move-cage-free-eggs/

http://www.epinions.com/review/Barilla_Spaghetti_1_Lbs/content_463108935300?sb=1

http://www.adbrands.net/it/barilla_it.htm

http://www.forbes.com/global/2002/1125/036.html

http://www.epinions.com/review/Barilla_Spaghetti_1_Lbs/content_463108935300?sb=1

http://www.forbes.com/global/2002/1125/036.html

http://faithoncampus.com/why-the-local-church-needs-college-students/

http://bythedarkofthemoon.wordpress.com/2010/10/23/bean-untucked-uh-oh/

http://tlc.howstuffworks.com/family/8-stay-at-home-mom-success-tips.htm

The Brand Gap by Marty Neumeier

Re-Design and Book Layout by: Yana Pietras