While we were updating spice and herb brand Snapin’s existing product range, they asked us to collaborate with them in developing the identity and packaging for a new and innovative sub brand - Snapin Pasta Mates, a range of pasta flavour mixes that helps you achieve authentic Italian flavours at home.
We created a logo that was simple yet impactful - a custom type unit that looked like twisted pasta. We felt this would create a relatable, international, non-intimidating identity for a gourmet product offering and would help establish Pasta Mates place in the premium mass category. We also made sure we created versions of varying detail for ease of scale in production.
The product range needed to stand out on the shelf, while staying true to its culinary benefits. We took special care to source and shoot product imagery that promised flavour.
The palette was carefully chosen based on consumer insights, and the graphic style for the range was a continuation of the Snapin core brand aesthetic.
We took inspiration from famous, recognisable Italian monuments and landscapes to graphically differentiate the product variants.
BACK OF PACK
The back of pack was designed as thoughtfully as the front, with an aim towards being clear, fun and encouraging. We wanted our consumers to enjoy the experience of creating a restaurant grade meal at home. Towards this, the product details were simplified and the instructions were written and designed to be easy to follow.
With a product this special, we felt the need to go the extra mile and suggested they include pro-tip recipe cards within the packets. The cards taught budding chefs how to boil pasta to perfection or make the perfect sauce base. They were written and designed in the same vibrant, relatable style as the packaging.