Barilla Celebrates Its 145th Anniversary With New Red Branding
Niko Pajkovic — February 4, 2022 — Marketing
References: barilla & foodbusinessnews.net
Italian multinational food company Barilla Group is celebrating its 145th anniversary with the launch of a brand new visual identity. The revamped brand identity includes an all-new logo and sustainable packaging upgrades. The updated Barilla logo draws inspiration from the brand's original designs dating back to its founding in 1877.
As a result, the logo is delivered in a dark and rich red hue -- much different than Barilla's iconic blue and yellow logo. And to be more sustainable, the brand will be dropping the plastic "window" that allows shoppers to see into the box. Instead, the packaging will be delivered as one uniform piece of cardboard.
In addition, as part of the brand revamp, Barilla will be launching a new pasta line called Al Bronzo, which utilizes a traditional Italian bonze die method that, according to the company, allows “for an even more intense roughness and taste.”
As a result, the logo is delivered in a dark and rich red hue -- much different than Barilla's iconic blue and yellow logo. And to be more sustainable, the brand will be dropping the plastic "window" that allows shoppers to see into the box. Instead, the packaging will be delivered as one uniform piece of cardboard.
In addition, as part of the brand revamp, Barilla will be launching a new pasta line called Al Bronzo, which utilizes a traditional Italian bonze die method that, according to the company, allows “for an even more intense roughness and taste.”
Trend Themes
1. Sustainable Packaging - Businesses in the food industry can explore sustainable packaging upgrades to reduce waste and improve their environmental impact.
2. Brand Revamp - Companies can consider rebranding to modernize their image and pay homage to their roots.
3. Traditional Production Methods - Exploring traditional production methods can lead to new innovative products and heightened consumer experiences.
Industry Implications
1. Food Packaging - Food packaging companies can research sustainable materials and design to provide eco-friendly alternatives to plastic packaging.
2. Branding - Marketing and advertising agencies can provide support to companies in the branding and rebranding process.
3. Food Production - Companies in the food industry can explore traditional production methods to create unique and authentic products that differentiate them from competitors.
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