In this rebranding initiative, I examined the current challenges facing the semolina pasta market. One notable issue is that, with new consumer attention to carb intake, shoppers are opting for whole grains instead of pastas. To help De Cecco overcome these emerging market challenges, I created a branding initiative that shows home cooking of wholesome meals. The logotype resembles a boiled spaghetti noodle, and the supplementary illustrations on the packaging are of spinach and tomatoes. The brown background color helps to create a natural look and feel.
