Garofalo, La Pasta degli Adulti
Background
Garofolo pasta has a bicentenary history and a tradition that goes back as far as 1789, when Lucio Garofalo first obtained approval for the production and commercialisation of his range of pastas. In the early 1900s, the Garofolo brothers parted company and the Pastificio Lucio Garofalo S.p.A was created. The new factory is still situated in Gragnano (Italy), the town of flourmills, natural mineral water and naturally rich terrain, cited as the ‘homeland of pasta’ by many celebrated poets, writers and historians. Garofalo’s relentless success across the world is down to its high production standards and unique philosophy, which combines the art and skill of traditional pasta making with the efficiency of today’s technology as well as the love and taste for good wholesome pasta. In 2002, the Pastificio Lucio Garofalo decided to launch its brand name throughout Italy.
Challenge
To launch a new line of durum wheat pastas in the premium price sector of the Italian market, starting from the identification of a new brand name and the creation of a new institutional logo. To develop an entire visual identity for the new range, building a 360-degree packaging system that emphasises Garofalo’s widely-known identity as ‘the pasta of experts’, bringing out the nature of its origins and lifelong traditions.
Solution
Angelini Design chose to define the new institutional name and to graphically reproduce Garofalo’s signature in traditional ‘handwritten’ style. This immediately modernised the product name and slogan, adding strength and character to a product of guaranteed quality that speaks for itself. In the development of the visual identity, a specific letter-spacing strategy was adopted to distance the product from its traditional graphic style and a new, completely transparent packaging was introduced. Only small details in the colour red and, for the very first time in the mass marketing sector, the colour black were blended into the packaging design to sustain a distinctive philosophy. In this way, the product – its quality and authenticity clearly visible to the consumer – truly does speak for itself.
