Barilla and Desall invite you to design new packaging experience solutions dedicated to their Pesto sauce for the US market. The objective is to imagine a new experience, answering to the following question posed by Barilla “How can we imprint in the US consumer the concept of Pesto = Barilla through its packaging?”.
For the correct realization of your proposals, keep into consideration the following guidelines:
The project is focused on the US market, where customers are getting to know the “Pesto” sauce more than ever (with a growing trend for the market) and already use it to deliver a burst of flavour and fresh twist to a range of dishes, including pizza, sandwiches, fish, chicken, vegetables, pasta and a variety of other recipes. Many Pesto brands are already present in the US market, but Barilla aims at becoming category leader leveraging on its high-quality Pesto products, made of 100% Italian basil and cheeses.
The objective is to imagine a new experience, answering to the following question posed by Barilla “How can we imprint in the US consumer the concept of PESTO = BARILLA through its packaging?” with the ultimate goal of making Barilla a leader in the US market in this product category.
You can focus on any aspect of the packaging, including usage, reuse, storage, entertainment, education, shape, materials etc. Great importance will be given to those solutions that are able to offer additional functions and/or values, by driving consumer engagement and building a strong Barilla reputation in the Pesto product category. You are also invited to draw inspiration from new and from future consumers’ lifestyle in the US.
Your solutions must draw inspiration from the style and Brand identity of Barilla. No development of graphic content is required – if you want to present your packaging with a dedicated graphic design, please comply with the Barilla logo usage guidelines provided in the Material files.
Values to convey
Your solutions must leverage on the strong brand reputation of Barilla, drawing inspiration from its value propositions. In particular, the Brand cares about consumer needs, product quality and the environment.
Your solutions will be addressed to the US market only, keeping into consideration the consumer segment (primary use at home), with a specific focus on US / Gen X, US / Millennials, US / Gen Z, all interested in or already using Pesto products in general.
The current packaging contains 6,2 oz of product and has the following dimensions: diameter 2,46 in (62,5 mm), height 4,05 in (103 mm). Keep these information as the starting point for your proposals, both for Packaging solution A and for Packaging solution B (see paragraph Project typologies). For a sample photo and a basic 3D of the current packaging, please refer to the Material files attached.
For the structural packaging (refer to solution B) you are free to suggest the materials you consider more appropriate for the project typology, keeping into consideration the important aspects of sustainability, ecology, recyclability, etc. For your projects, make sure you do not suggest the use of materials that compete with the food chain. (i.e. do not suggest materials based on food-derived products such as corn-based PLA or other materials that use resources destined to the world’s food supply, etc.)
Eligibility and submission
Participation is free of charge and open to designers and creative talents of any nationality aged 18 years or older. Participants can present one or more projects, but only the projects published on the www.desall.com web site, via the upload page related to “Barilla Packaging Experience Award” will be accepted. Both individual and team projects are welcome (for team projects, please specify all the authors in the abstract).
Participation is free of charge and open to all creative people (at least 18 years old).