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Dell' Ugo


Design: Family (and friends)
Location: United Kingdom
Project Type: Produced
Client: Dell' Ugo
Product Launch Location: United Kingdom
Packaging Contents: Pasta, sauces, bread
Packaging Substrate / Materials: Flow wrap, cardboard
Printing Process: Flexography

For over 90 years, Dell’ Ugo has been making the most authentic and innovative Italian pasta in the UK. It all started when Luigi Ugo left Italy in 1921 and came to London to begin work in a grocery shop. With no wages but a daily supply of flour and eggs, he painstakingly made fresh pasta by hand and was soon selling it to local hotels and restaurants. Luigi’s hard work paid off, demand from customers grew and by 1929 he opened his first shop at 5 Gerrard St, Soho.​

The business grew and evolved, but never lost that progressive and entrepreneurial spirit. The brand saw chocolate pasta, wholewheat pasta as early as 1967 and Luigi even began creating and supplying noodles to the burgeoning Chinatown!


Dell’ Ugo hasn’t lost momentum and is still today supplying curious foodies with the most innovative, exciting and modern Italian inspired dishes. From crab & crayfish raviolo to goats cheese focaccia and vegan red pepper pesto, the passion for great food and fresh thinking has stayed the same. However despite this amazing story, the brand and packaging was lacking a distinct personality, ownability and wasn’t working hard enough on shelf.

From Pasta Envangelists to queuing round the block for Padella, pasta is now seen amongst many as stylish, inventive and well worth the carbs – but none of this excitement exists in the supermarket; a generic category still based on traditional executions of Italian family friendly meals.


F&f identified a clear space for Dell’ Ugo and developed the big idea ‘A Modern Taste Obsession’, to celebrate their innovative, exciting products and move them away from the traditional family offer. The new identity is inspired by 1920’s Italian elegance, an art art deco feel reminiscent of when Luigi started the Dell' Ugo journey. Impactful ingredient shots by the expert food photographer Howard Shooter dominate the packs, bringing to life the obsession that Dell’ Ugo has with high quality ingredients and tastes and aiming at the curious foodies who love inspiring cuisine and want new taste experiences.

Dell’ Ugo created the category back in the 20’s for British consumers and is still a brand that is progressive, exciting and obsessed with exceptional tastes.






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