WHY REBRAND?
Ronzoni Pasta has been in business since 1915. They are famously known for their diverse pasta options, making the company one of the market's most sought-after and competitive pasta brands. The brand has high values and equity, but as more competition emerges and other competitors rebrand, the company needs to solidify its position and reflect the feel of a brand that the current generation loves.
DESIGN STRATEGY
The design strategy aims to update the brand identity with a fresh and contemporary look to attract new consumers and maintain existing ones, upholding its family values and ideals. The current logo has an arched rectangle with blue, white, and yellow as its prominent colors. The colors will be kept because it has brand equity and is what makes Ronzoni's brand recognizable. The colors will also be brightened to make it more saturated and easy to read. Lastly, the company has a deep history with wheat, so they will emphasize this more in the new revitalization design by adding a new wheat design that gives the logo balance. In addition, new packaging and advertisements will be created to announce the brand's attention to change and dedication to its current and new consumers.
DELIVERABLES
Brand Identity
Packaging
Motion Graphics
AR Experience
TARGET AUDIENCE
Pasta Lovers
Everyone
Family
Chefs
OLD IDENTITY
The old identity uses gradients, drop shadows, and strokes in their logo. A lot of brands are going for a more minimalistic look in their new identities.
NEW IDENTITY
COLOR STUDY
TYPOGRAPHY
NEW PACKAGING
CLEAN AND NEW LOOK APPLIED TO EVERY BOX
APPLIED SHAPES FOR EVERY KIND OF PASTA
CELEBRATING THE REBRAND
To promote and celebrate the rebrand to the public various out-of-home advertising will be used. Such as posters and billboards. This can be used to attract new consumers as well as draw in loyal consumers with a new modern look.
IN-STORE DISPLAY
All new packaging will be displayed on stands and endcaps in all supermarkets that provide Ronzoni. This will attract new consumers.
RONZONI BOWL
Free pasta bowls will be given to any person who purchases any Ronzoni product during launch week in the store.
AR EXPERIENCE
IN-STORE AR DISPLAY
Ronzoni meets Augmented reality to provide an experience for their customers. These displays will be next to the in-store displays in supermarkets. The public can come to this display to access the AR experience.
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THE AR EXPERIENCE
This AR experience is a game to win discounts that can be used in-store. The main objective is to collect all the floating pasta. This will then award you with a discount that can be used on Ronzoni products.
THE AR EXPERIENCE
To access this Augmented reality experience for yourself. Scan here!
SOCIAL
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