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Creating a PASTA Packaging Avataar that is Fun and Friendly for everyday meals!

Brief & Background:
International cuisines are a gaining popularity in Indian households, thanks to the globalisation and the easy access to recipes. Italian and Chinese being the most popular ones. With an endeavour to cater to the foodie nature of the consumer, Fabsta launched the Pasta range with Penne, Fusilli and Macaroni Pasta.

Deep Diving:
Pasta is one product that has a air of fine italian cuisine around it on one hand and a quick instant fix on the other. Some where in between Indian moms rely on the pasta and noodles to push vegetable consumption in thier families and as a tasty break from everyday dal chawal. While thee fine italian vairety can be intimidating, the easy to cook raw pasta fills in the desired gap. It is a value for money product range, made from good quality wheat.

Approach & Solution:
Coming from house of TATA the product qualtiy is undoubtlely good. We believe if the product is good it needs to be seen as much as possible. Also product visiblity aids familiraity and hence increaed chances of being picked up from the shelf. To do justice to this theory convenient poly pouches with a maximum possibility of a transparent window were chosen for packaging.
Pasta being ideally a new age food choice, we used attractive and vibrant colours for the pouches. The excitement of taking a break from the mundane food had to begin right from the packaging. Pasta shapes play a big role in the choice of a pasta for the consumers, especially for young adults, so we decided to play big upon the same in both graphics and typographic way. Witty typography derived from the pasta cuts became the highlight of this packaging design range. It gave a unique identity to each form of pasta without much visual clutter. The cuts were further simplified to form an interesting graphical pattern on each pack to leverage the quirk factor.
The vibrant colors and graphic were achieved as desired in the printing and held a great pick up value on the shelf against competition.

ClientTata Trents ServicesPackaging Design Year2018