Vivo Pasta – complete brand identity and packaging design

Challenge: Develop packaging for a line of dry pasta intended for regular, everyday consumption. The identity must project a modern, confident image, inspire trust in product quality and remain highly legible on shelf. The system should differentiate the range clearly while steering away from overly stereotypical “Italian” design clichés – building recognition through product truth rather than tropes. Strategy: Place pasta itself at the centre of the brand language. Each pasta type becomes the h