Priyamvada Mundhra

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for this brand rebrand project the goal was to give an evergreen brand like Barilla a fresh look from a Gen Z eye – our assigned demographic. The original brand colors were retained to ensure recognizability on the shelf, while the updated font, logo, and packaging were designed to appeal to the demographic of 18-25 years. For the logo redesign, I decided to keep the original colors after careful consideration. Initially, I chose existing typefaces that resonate with the emographic, but eventually, I sketched my own design, scanned it, and digitized it in Illustrator. I also introduced a mascot for the brand, resulting in whimsical packaging with different characters corresponding to various pasta shapes, inspired by Barilla’s “Intensely Italian” campaign. Additionally, I added fun elements to the side panels of the packaging to make it stand out further on the shelf. For the merchandise design, I maintained a similar style but aimed for a more generic, useable look. I achieved this with a retro poster featuring a homely bowl of pasta. For social media campaigns, I researched Gen Z interactions and found that they engage with filters and challenges. This inspired me to create a “Guess the Pasta” filter, launching the #BarillaChallenge