Nonna Pasta

Nonna Pasta

Handmade Italian pasta made from the expertise of Italian Nonna's

Challenge

With one third of the worlds food is wasted annually, thats more than one billion tonnes of waste around the world every year while 690 million still go hungry.  This along with this rising statistic, 493 million people in 2019 suffer from diabetes, with this number rising every year.
How can packaging and design play a role in helping educate consumers in food wastage and maintaining a healthy diet through correct food portioning whilst being distinct enough when competing with competitors on shelf. 
With Italy's eldery population rising and living longer than younger generations there is a financial tipping point on the government to sustain such economic growth.   How do we encourage Italy's elderly citizens to remain active and independent with such uncertain economic stability. 
Nonna's pasta is handmade pasta using traditional pasta making methods that has been passed down through the traditional matriarch. 

Value

Nonna's pasta is a conceptual brand looking at ethically creating income for the elderly, keeping them active and social.  The aim was to get rid of the stigma that the elderly are useless and unproductive.   Nonna's proceeds will partially go into funding local organisations and events to allow the elderly to become more independent whilst giving them purpose and stimulation. 
The branding is key very simple and bold whilst honouring the Italian roots and heritage of the of the pasta.  The pack itself has great on shelf presence allowing the structure to create an uplifting smile of positivity. 
Nonna's pasta comes in different variants, fettuccine, spaghetti no.5 and linguine.  The variant typography is reflective of the product and the window draws inspiration form the pasta traits for easy on shelf recognition and brand differentiation.   Simple iconography conveys the benefits of Nonna's  which is no gluten, 100 natural organic ingredients whilst highlighting and help combating food wastage. 

The pack itself uses a natural substrate printed with water based ink which gives the product a muted natural tonal palette, referencing the key ingredient of the product such as squid ink and spinach. The window uses a plant/algae cellulose film so that the product can be seen on shelf but is also biodegradable. 

The packaging is easily resealable to limit overuse and wastage, but there packaging has been design with an integral genius dosing lid. The pillow pocket packaging's resealable lid has a double function of allowing approx 75g - 1 portion of paster for the average adult to not only help promote healthy eating habits but to also minimise food wastage which is an ever increasing issue.

Nonna wants to be known as the brand of quality, not quantity, so rather than focusing on large amounts of pasta, we want to shift habit and mindset to less of a value driven product but nutritional and quality superior product through ingredients.


Through cleaver effective packaging that causes minimal disruption to production lines the Nonna pasta brands hopes to highlight the responsible consumer awareness of food wastage in the world today.



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