Tangram Strategic Design. Consulting company for marketing and design.
We repositioned Barilla’s red sauces, with a project created to highlight and reinforce the logical link between Barilla pasta and its sauces. We used the dark blue background colour also for the sauces, which resulted in a category operation, namely, the ideal sauce for Barilla pasta, sharing the same emotional code.
The photographs were taken using a natural style, almost random compositions of elements that, in this way, emphasise the fact that the ingredients are natural, and, thereby increase the perception of quality of the product.
The project has been a great success, and still today, despite small interventions to modernise it, it continues to maintain its leadership position in the market.