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Strategy & Positioning
Branding & Identity
Package Design (CPG)
Photography Guidelines
Tagline Generation

Modernizing Buitoni’s Heritage While Honoring its Origins

With new goals in place for their business, Buitoni needed to reestablish their brand—both strategically and visually. They turned to us to elevate and evolve their brand to be more sophisticated without losing centuries of brand equity. We drew upon that history to map the brand's future, leaning into a commitment to quality and tradition that both elevated the brand and connected with a thriving consumer base that shares their values.

A grouping of 6 packages of Buitoni pasta sits in the center against a green paper backdrop.

Historic design reference for Buitoni featuring vintage logos, posters, and an image of a factory worker rolling pasta on large machinery.

250 years of pasta

In 1831, it took 12 wagons, 24 horses, and 40 days to make Buitoni the Tuscan way. During discovery, We found parallels between Buitoni’s origins and their recommitment to quality in the Tuscan cooking philosophy of "la cucina povera."

Research made it right

To bring out the spirit of Tuscany, we dug into the details of Buitoni’s history. From classic logo marks to the facade of Casa Buitoni, we incorporated Buitoni’s history throughout the updated brand and packaging.

From Tuscany to table

With callouts and claims speaking equally to convenience, quality, and tradition, we told a package-story of delicious Tuscan meals made with the cook in mind. The new design has now shipped to Krogers and other retail partners across the US.

Results

Rooted in heritage, Buitoni is poised to take on a new age of culinary excellence.

Buitoni Rebrand