Bel Gusto: A Fresh Take on Pasta Packaging

Olga Takhtarova's Award-Winning Design Transforms Pasta Packaging into a Postal Parcel from Italy

Takhtarova's inspiration for the rebranding of Bel Gusto was to create a package design reminiscent of a postal parcel sent from Italy. The design elements typical for postal items, such as postage stamps, stamps, hand-drawn illustrations, and kraft paper imitation, were incorporated to evoke feelings of travel and souvenirs. The unique properties of this design lie in its ability to align the brand with current market requirements while maintaining its authenticity.

Bel Gusto's pasta line includes Penne, Conchiglie, Fellini, Fusilli, Makaroni, Spaghetti, and Cavatappi. The packaging for each pasta type is differentiated by color stripes, carefully selected for their saturation and brightness. The primary color of the packaging is an imitation of natural material, namely kraft paper, a popular trend in recent times. This choice not only emphasizes the packaging's resemblance to a postal parcel but also creates an image of a natural, healthy product.

The design was realized using PET film, with color in CMYK and PANTONE, and selective varnish. The packaging sizes vary according to the type of pasta, with Penne, Conchiglie, Fusilli, Spaghetti, and Cavatappi having a packing size of 380 x 250 mm, and Fellini and Makaroni having a packing size of 380 x 230 mm.

One of the key features of the design is the viewing window in the package, which allows buyers to see the contents of the box, providing assurance of its quality. The plot illustration, featuring hand-drawn historical places in Italy, was used to introduce the product and create a specific brand image. The typeface was capitalized to add value to the brand, while the calligraphic font added a premium touch.

The project, which began in September 2019 and ended in May 2020, was carried out in Ukraine, Kyiv. The rebranding aimed to expand the brand's audience through visual renewal, emphasizing traditions and history, and distinguishing the brand from competitors. The use of illustrations and contrasting color differentiation within the product line helped achieve this goal.

The rebranding of Bel Gusto has not only given the product a new, attractive, and exciting package but also made it stand out among other brands. This innovative approach to pasta packaging design has earned Takhtarova the Silver A' Packaging Design Award in 2021, a testament to her outstanding expertise and innovation.