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West Suffolk College
Brand: Going Global
Relaunch leading global snack pellet and dried pasta manufacturer, Pasta Foods, for entry to the US market.
- Pasta Foods gained grant funding which allowed the move into a cutting-edge new manufacturing plant
- The business achieved 5% growth in the year after the rebrand
This global pasta and snack pellet B2B manufacturing brand commissioned Spring to relaunch them as they worked on the acquisition of a second factory and prepared to launch into the prized US market.
Pasta Foods has been manufacturing pasta since 1954 using semolina from their own mill on the banks of the Yare. In recent times, they have extended their product range to include snack pellets from a range of ingredients to fulfill the fast growing snacking market – including healthy snacking. Pasta Foods’ British provenance is important to many of their customers across the world, who take it as a guarantee of quality.
Spring created a new brand design that would be culturally familiar across all territories, with its clear overtones of quality marques in the deep blue and gold colour palette and rosette styling. The shape is true to Pasta Foods’ business, as what looks on first sight like the edges of a rosette is in reality the outer wall of a penne pasta shape, its smooth inner wall just like that of a penne tube.
The brand’s supporting elements – colour palette, fonts and styling – all support this message of quality and heritage, with clear confident layouts and simple sales messages delivered in a serif font. Spring photographed every single one of their 100+ pasta and snack shapes singly and in groups in our photographic studio, and photoshopped them for the website and application to other brand communications.
For their launch into the US snack market at Snaxpo, Spring created a stand out exhibition presence celebrating the architectural qualities of their manufactured shapes. We showcased the raw pellets using glass and backlighting in a bold scheme designed to engage potential customers and draw them to a sampling bar. Spring also created a film which looped at the stand, showing production line footage and talking heads with members of staff.
The new website created by Spring for Pasta Foods showcases every single product they create – singly and in groups – combined with the kind of detailed product data required by Pasta Foods’ customers. The site is built on a CMS which allows Pasta Foods to make updates and is naturally fully responsive.