The assignment for this class project was to create a new package design for a line of food products of an existing brand. The challenge was to communicate the attributes of the brand in a series of three package designs. For this assignment I chose a brand of Italian pasta, Ronzoni and created three mock-ups for three types of pasta.
The first step was to research the company, their history, products, and their market position. The company was started by an Italian immigrant in New York, in 1915. Passing on traditions and producing high quality products are some of the values Ronzoni has strived to maintain. My idea was to create an elevated design which would convey the notion of a high-quality product and Italian traditions, and communicate the long history of the company in the United States. I based my design on Italian visual culture of the 20th century by drawing detailed ornaments as well as typography to relay the long history and traditions of the company. My choice of color palette was to reflect the nature of the product as well as add a feeling of long-lasting traditions. The illustrations and typography were inspired by Italian Art Deco, which I found appropriate for this project. I worked on developing a clear hierarchy of all elements of the design through multiple iterations.
The end result is three mock-ups which successfully articulate the company’s values. I believe I managed to elevate the design and relay the long history of the brand. All three designs have subtle differences, including some elements of the ornament and typography, which continue to work cohesively.