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Creative Agency: FutureBrand CNGRPO Italia Spa
Creative Director: Sara Pallaro
Project Type: Produced, Commercial Work
Client: Barilla Spa
Location: Parma, Italy
Packaging Contents: Crackers and snacks
Packaging Substrate / Materials: Cardboard and plastic
Printing Process: Flexography

Granpavesi, a brand of the Barilla Group, is Italy’s category benchmark brand for savoury crackers. A wide range of products that respond to the need for tasty snacks at any time of the day.

"Consumption trends are moving towards more healthy products on the one hand and towards special, innovative tastes and sizes on the other. Granpavesi needed to update its brand strategy and image to regain its leadership position and meet the evolving expectations of its countless consumers. The brand strategy needed to provide a strong basis for a throughout revision and upgrade of the brand architecture", explains Sara Pallaro, Creative Director of FutureBrand Italia

First step was a in-depth study of Granpavesi to design a new brand strategy more efficient in addressing the emerging market needs. “Taste” and “Sharing” are the two brand pillars that have guided the rebranding. They are both part of Granpavesi’s heritage and still relevant to consumers. The new design evolves Granpavesi’s brand identity making it fit to talk with more health-conscious and curious consumers and propose them an engaging taste experience.

The logo is now free from the oval shape and the new vibrant colour palette adds energy and joyfulness to the look and feel of the range. The product, surrounded by its ingredients, plays the leading role on the pack helping people to choose the right reference from the shelf.

What's Unique?
Granpavesi’s rebranding gives life to a totally up to date visual language stating the brand desire to offer new tasty recipes, pleasant textures and pocket, bite-size formats to share with friends.

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