Packaging Design Identity
Digital Design

The Challenge

La Rossella is a newly born brand, backed by four generations of expertise in crafting high-quality Italian food products. Bringing premium oils, pastas, and other authentic offerings to the UK market, the brand needed an identity that balanced its rich heritage with a sense of freshness, quality, and beauty.

The challenge expanded when we were tasked with creating the packaging for La Rossella’s Brand Identity and first-ever product, the “Angel Hair Nest Pasta” (Nidi Capellini). The packaging needed to stand out on crowded supermarket shelves while maintaining a balance of simplicity and premium appeal. It had to evoke the tradition of Italian pasta while feeling fresh and modern for a global audience.

The Approach

To build the identity of La Rossella, we focused on the core values of freshness, quality, and beauty—the very essence of the brand. These values were central to how we envisioned the brand’s visual language, communication, and overall positioning. La Rossella is not just about food; it’s about an experience, where every product reflects the finest standards of quality and the natural beauty that comes with it.

1. The Meaning of La Rossella: Romanticism and Elegance: La Rossella, meaning “the rose,” guided our creative direction. From the initial pitch, we aimed for the brand to evoke a sense of romanticism, where romanticism isn’t just a feeling but a reflection of the brand’s commitment to authenticity, excellence, and elegance in every product.
2. Crafting an Identity for the Future: Our goal was to create an identity that captures both the meaning behind the name and the brand’s future vision.
3. Emphasising Italian Authenticity: By emphasising simplicity and cultural relevance, we ensured La Rossella’s Italian roots were reflected throughout, highlighting its Italian authenticity.
4. Striking and Poetic Design: Every design element was crafted to strike a balance between being visually striking and poetically memorable, creating a brand that resonates not only with the product but also with its deeper emotional connection to its audience.

Brand Identity Creation
 We started by developing a new logo that was type-based, focusing on custom typography. We explored over 100 digital fonts before creating a bespoke typeface that captured both the elegance and authenticity of the Italian brand. The logo was further enhanced with a motif that brought a contemporary touch to the traditional aesthetic, allowing La Rossella to stand out in the marketplace.

The typography was key in creating an identity that felt sophisticated yet accessible, ensuring that La Rossella’s commitment to quality and simplicity was at the heart of the brand’s visual language.

The packaging design draws inspiration from its Italian heritage and traditional pasta-making principles, striving to balance authenticity with standout shelf appeal. The design incorporates subtle yet meaningful elements: a roof-like shape symbolising tradition and stability, a rounded bottom reflecting progress, and a nest motif that emphasises movement and innovation. The cream colour palette, accented with a rich, vibrant red—chosen to evoke the beauty, freshness, and romantic, poetic feel of the brand—adds a sophisticated yet energetic touch. An open window symbolises La Rossella’s welcoming approach, inviting the world to experience its rich Italian traditions.

The Solution:

The new brand identity and packaging design successfully met the core brief, delivering a solution that combined freshness, quality, and beauty while staying true to its Italian heritage. The typography-driven logo, combined with a cream base and vibrant red accents, creates a refined yet inviting look. The design reflects La Rossella’s dedication to authentic, high-quality food products, from oils to pastas, while appealing to a global audience. With a balance of tradition and modernity, the brand establishes a strong, premium, and approachable presence in the UK.