Courage to deviate 🍝
Well, who's noticed? Barilla is suddenly red instead of blue.
Rebranding?
Nope. This is controlled deviation. And this is where it gets exciting:
The Al Bronzo line comes in deep red, matt and with this rough, high-quality feel.
🍝 A little side note: Al Bronzo means that the dough is pressed through traditional bronze molds - this makes the surface extra rough so that the sauce adheres better. Premium pasta you can touch, literally.
So why the color break?
Because blue stands for the classics - the pasta that everyone knows, buys and has had in their cupboard for 30 years. But Al Bronzo should look like craftsmanship, tradition, premium and slow food energy.
And this is exactly what the packaging communicates - even from three meters away on the shelf.
The red stands out, but without abandoning the brand.
The matte feel immediately gives it a higher quality appearance.
And the product says it all:
This one is a step above - but still clearly Barilla.
That is modern brand management:
If your brand core is strong enough, you can stretch your visual identity.
You can deviate.
You can play.
As long as the deviation sends the right direction - and gives the product the stage it deserves.
🔥 Your inspiration for the start of the week
Where could you surprise your customer with such a small, emotional moment?
Tip: Think less about budget - more about gesture. What feels 100% like your brand identity?
The next Branding Original drops on Thursday - with fresh inspiration & in-depth topics. If you have any questions: Just write me an email or on LinkedIn ❤️ And if you think someone might like this - go share it! 💌
Yours, Chantalle
