Barilla

Problem:
Barilla is a brand that prides itself in its commitment to tradition and its Italian roots. Yet, in emphasizing tradition, their identity has become outdated and they're struggling to keep up with trendy pasta alternatives that seem to be taking over.  

Solution:
Using hand crafted typography made out of strands of spaghetti, Barilla will use quotes from famous pasta lovers to show that pasta makes people feel ways that vegetable alternatives just can't.