Product Redesign

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Brittany Olsen

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Table of Contents

Redesign Plan.......................Style Guide............................Official Logo..........................Package Design...................Product Photography..........New Design...........................Product Ad............................

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TARGET GROUP: Middle aged, middle-class mothers are the market targets since they have a higher purchasing power. They are interested in buying the best quality products available in the market for an economical price that fits their family’s budget. They are also interested in purchasing products that will benefit and improve their lifestyle.

HISTORY: Barilla was originally established in 1877 as a small bread and pasta shop in Parma, Italy. Pietro Barilla’s dream was to supply his neighborhood with the freshest, most delicious food to be shared with loved ones at home. Pietro and his son, Riccardo, worked side by side, sometimes for as long as 18 hours a day, making fresh bread and pasta by hand. Their signature sunshine yellow, horse-drawn carts would travel through the early morning streets of Parma, laden with fresh Barilla products. Product quality and presentation was always paramount for Barilla. What he couldn’t have possibly dreamed was that, 130 years later, his handiwork would become the best-selling premium pasta in Italy and around the world.

BIG IDEA:To carry on the original flair and foundational vision of Pietro Barilla’s legacy of wanting to share Italian food with loved ones at home, I plan to implement a theme that portrays Italian tradition and celebration. Barilla is still a family business, run by the three great-grandsons of Pietro Barilla and if pasta is the most familiar symbolic element for Italians and if home is the most familiar place for us there is, then without a doubt, an analogy between pasta and traditions at home will attract customer attention. A simple yet effective new idea will be implemented through iconic words such as; tradition, celebration and perfection, while vivid and inviting new colors within Barilla’s traditional blue palette will be introduced. Also new “convenient & stay fresh” packaging will be put into effect that will attract mothers who continuously desire to provide fresh and easy food products for their families.

Redesign PlanPRODUCT NAME:Barilla Spaghetti

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Style Guide

Used primarily for Barilla Logo.

CMYK:100,100,24,17

RGB:42,39,106

Pantone:2758C

Hex:#221759

CMYK:86,61,2,0

RGB:0,80,162

Pantone:660 C

Hex:#0050a2

CMYK:64,23,0,0

RGB:0,146,217

Pantone:284 C

Hex:#0092d9

CMYK:0,0,0,0

RGB:255,255, 255

Pantone:7541C

Hex:#ffffff

CMYK:4,15,73,0

RGB:255,203,63

Pantone:121 C

Hex:#ffcb3f

CMYK:18,94,93,7

RGB:205,0,27

Pantone:180 C

Hex:#cd0016

Acqua Blu Pomodoro RedFarina GoldCucina WhiteBeata BluMediterraneo

Century GothicUsed for body copy. Never Bold or Italic. Standard font size between 10-14.

NoodleScriptUsed for headlines and other important key phrases. Standard font size between 20-50.

Additionally used to emphasize small details. Standard font size between 5-10.

Fonts:

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Official Logo

Color logos are to be placed front and center at the top of all products. In advertisements, if not otherwise implemented within the design, color logos should be sized down and placed to fit in the top left corner.

130 years of rich branding tradition:

Gray scale logos are to be used in all circumstances where color is not available. Same rules for color logos apply.

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Package Design

Original

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Revised

Original

Product Photographyspaghetti

Revised

New Design spaghetti

A more unique and convenient, stay fresh container.

Product Ad

"Celebrate “al dente”

in just

10 mintues!”

Perfection

NEWconvenient &

stay fresh container!

Magazine AdTo be featured in:

Family Fun Family CircleBon Appetit Good HousekeepingMartha Stewart Living

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