Flour Pasta Brand and Package Redesign

Opportunity: Facing stiff competition even in the local market, Flour Pasta knew it was time for a brand and packaging update. While their restaurant puts out amazing food, their pasta was lesser-known and relied on a three-component heat sealed tray with a short shelf life. The Change: It was important to the owners to maintain ties to their old brand while updating for the modern marketplace. We refreshed the logo with a hand-lettered mark and some tweaks to their color palette. We moved the packaging to a pouch format and developed a set of custom patterns based off each of their pasta shapes. An oxygen barrier adds a full week of shelf life to the fresh pastas. Impact: Flour Pasta released their new retail packaging in October of 2023 to excited buyers. In just three short months they have been picked up by two regional grocery chains, Giant Eagle and Heinens, with a reach of about 40 stores to start.

From the original award submission.