Havas Design Plus was responsible for the rebranding of Milaneza, the leading Portuguese brand in the pasta segment, with over 90 years of history.
Quality, tradition and innovation were the key for rethinking the Milaneza brand.
Inspired by the brand’s heritage, and with an vintage Italian flavour, the design of the identity drew inspiration from the distinctive features of the first logo dating back to 1933. This was the first step to create a common identity line for all packaging, with variations for about 80 references divided among generalist pasta, Flavors, Ethnic, Bronze, Kids, Oven, among others.
The Lady Milaneza symbol is refreshed, but now as a seal of origin, representing the brand’s joyful history.
To create a unique and memorable visual identity, new assets were introduced, such as the green stripes, symbols, typeface and a new color scheme, enhancing brand recognition.
The joy of eating a plate of pasta, lead us to create a 360 project that includes a multimedia campaign, with adaptations for point of sale (POS), digital communication, and all brand touchpoints, sharing the common signature “Diverte-te.” (Have Fun).
We brought brand’s knowledge and innovation to cook a “al-dente” image that carries Milaneza’s heritage into the future.
CREDIT
- Agency/Creative: Havas Design Plus
- Article Title: Milaneza Pasta Segment Rebranding by Havas Design Plus
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Portugal
- Agency/Creative City: Lisbon
- Market Region: Europe
- Project Deliverables: Brand Guidelines, Brand Identity, Brand Redesign, Branding, Packaging Design, Packaging Guidelines
- Format: Box, Wrap
- Substrate: Plastic
- Industry: Food/Beverage
- Keywords: packaging milaneza rebranding
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Credits:
Creative Director: Alexandre Mendes
Strategy: Gabriel Batista
:
Design: Alexandre Mendes, André Coelho, Constança Archer
Copywriter: Pedro Baptista
Account Management: Carla Cantante, Matilde Ribeirinho, José Maria Cerdeira
Artwork: Miguel Cardoso
