REPOSITIONING
FROM THE PASTA FACTORY
Of food service for gondolas, entry into the segment Gourmet pasta.
Launched in the Curitiba market in 1999, Fábrica das Massas is a family business that was created with the objective of producing and selling puff pastry for the food service. When the company chose to increase its product portfolio, including puffed barquettes (little dough that are the basis of canapés), it needed a much broader brand vision with an audience that now extends from food service to the final consumer. The branding project first involved branding architecture, company naming, positioning, and only then creating the new visual identity and packaging for the product being launched.
Client: Pasta Factory
Segment: Food - handmade puff pastry
WHAT HAVE WE DONE
diagnosis:
business analysis
​ market analysis
​ Competition Analysis
​ consumer study
and influencing publics
brand DNA
brand architecture
value proposition and positioning
naming
signature
logo and visual identity
packaging line - boats
packaging line - pasta in roll release material
Nice to meet you, Farine!
The name refers to the main ingredient used in the manufacture of pasta, in the language of origin of puff pastry, France. The new brand now has a warm tone of voice like this family, its speech is permeated with love and dedication.
The premium product, with selected ingredients, transmits in its contact points the correct attributes to generate added value, from texts, photos, product characteristics, to packaging format and material.
brand architecture
The brand architecture was developed to strategically accommodate the different types of products in the company's portfolio: puff pastry in rolls (food service), frozen croissants (food service) and baked snacks in 4 formats. The products are targeted to different audiences, so all packages carry the essence of Farine, but talk to their audience, saying what matters for each moment of consumption.
Crunchy product for longer
The baked barquettes packaging project aimed to solve some problems commonly found in this type of product. The suggested packaging model was the stand up pouch bag , metallic laminate, with zip closure. Besides facilitate exposure at the POS, leaving the product standing, the metallized prevents the product from coming into contact with light. The zip closure allows you to open and close again, keeping the product crunchy for much longer.
In addition to the technical solution, the design was created to favor the positioning of the brand and the product, highlighting personality attributes that deliver their quality and use in a strategic way.
- The 3 different barquette formats are differentiated by color, helping to quickly identify.
- Product photography is set with a recipe to increase appeal, and the main ingredient of the recipe follows the color of the package, to help with fixation.
