It’s Skinny doesn’t look like your average pasta. And with only nine calories, zero gluten and a low-carb Japanese plant as its main ingredient, it doesn’t act much like the pasta you’re used to either.

Our goal was to create packaging that could stand out on the shelf and immediately convey this new product offering. We also needed to avoid looking like another health food fad. It's Skinny Pasta is for anybody who wants a low-hassle, low-carb meal that still satisfies. With that strategic angle in mind, we set out to create a new identity that could overcome the stigma of “diet” food, starting with the word “Skinny.”

Beginning with a new logo, we employed thin letterforms built with ‘noodle’ shapes. Though the letters are thin, from a distance, the even spacing gives the illusion of ‘filling the space’ — which is what It’s Skinny noodles do in your belly. They expand to create a feeling of fullness for post-meal satisfaction. The strong look and feel communicates that the word “skinny” can be a healthy and fulfilling way of living and gives an otherwise frail word some positive power.

It's Skinny Pasta might be something new for many consumers, but we didn't want to waste time overexplaining. Color-coded boxes, paired with stylized noodle illustrations, were used as quick identifiers for the brand’s unique noodle shapes at shelf. The back of the package serves as an infographic, communicating what type of pasta it resembles and how cooking differs from that of a normal noodle.

All of the colors in our brand identity system are found in the Konjac plant, which is what our noodles are made from. We balanced the bright colors of green, red, pink and blue, while still portraying a "better for you" look.

Overall, we created a package that met the brand's needs — to feel different and quickly catch people's attention. In just two weeks after launch, It's Skinny had sold 50 percent of an order that was intended to last four months in store. They are already ramping up production to meet the demand.

Our client was enthusiastic about the new packaging, describing it as "epic."