Barila have replaced the plastic film bags with beautiful new plastic free cartons.
The first thing to point out is that this new carton format immediately creates a unique point of difference from what is a ‘bag heavy’ section. A great way to stand out from the competition.
This new, large canvas have given them the perfect opportunity to focus on simplicity and elegance, which they’ve done to great effect.
The retro design is a nod towards 60’s café culture and utilises simplistic, retro illustration to make up for the lack of window.
The whole design is beautifully balanced with oodles of negative space to draw the eye into the centre of the pack. A moment of calm on a very, very busy fixture,
Even the SRP nestles the on-pack communication, snuggly.
It’s a fantastic lesson in “less is more“. A simple clutter free approach will always grab consumers attention.