Pasta Box, a highly consolidated product in France, brought to Brazil a line of ready-made fresh pasta.
However, there was a great challenge so that the consumers understand what the product was effectively, its great quality and the way it was prepared.
Thus, an immersion was performed with consumers to understand which visual codes, such as colors, types of dishes, ingredients, product attributes, and preparation were better connected emotionally with consumers.
The result is a change of color code – from white to black – a 360º visual navigation structure, where all aspects of quality, freshness and practicality were considered and hierarchized within a more contemporary visual.
A new visual identity for the Pasta Box line, more delicious, more practical, more natural and with a flair of French expertise.