Challenge: Frozen by the Competition
One of our long-time clients, Bruno’s Pasta Company, reached out to us for help because their flagship products weren’t selling. Bruno’s has a history of making artisanal pasta using local ingredients, and had branched out to selling select frozen products in grocery stores state-wide. However, the competition was outperforming them and it was obvious that their outdated packaging had left them at a disadvantage.
Solution: Premium Meets Local
After analyzing the market it became clear that to be successful, Bruno’s needed to leverage their local brand while emphasizing the premium, hand-crafted nature of their product. That meant decluttering their box designs, creating clever, eye-catching design elements, and introducing matte/gloss contrast printing that could stand out on shelves and stand up to rough handling from grocery store clerks and temperamental freezers.
Outcome: Dressed for Success
The final designs for Bruno’s four flagship products fuse classic with classy while echoing Bruno’s brand legacy. Each box feels distinct while obviously belonging to a shared family. Subtle features, like hidden ingredients in box patterns, icon-driven instructions, and separate packaging colors that create the Italian flag when lined up on freezer shelves served to wink at the audience and improve the customer experience. Now Bruno’s doesn’t just stand apart from the competition, they stand head and shoulders above them.
