Barilla Al Bronzo
The new era of Italian Pasta
Barilla proudly introduces Al Bronzo, the new range of raw milling pasta which represents a step forward in Barilla’s ongoing journey towards innovation: a debut so eagerly awaited by the markets and consumers, as unexpected and disruptive in its languages and visual codes. Barilla’s new “Al Bronzo” range represents a new dimension of pasta with a completely new and exclusive identity, fully in line with the brand's long-standing heritage and all those elements indelibly imprinted in the collective memory.
Al Bronzo Lavorazione Grezza is presented in a bright red that unequivocally marks the newest arrival on pasta shelves around the world, with the intention of differentiating clearly from the rest of the range. The color draws on the essence of the historic Barilla logo and extends across the entire package as a metaphor for a product that represents the peak of the company's experience in the art of pasta making.
With “Al Bronzo” the Barilla brand takes centre stage in the packaging, becoming one with the product name. The front of the pack also features the stamp, a restyling of the very first symbol used by the Barilla pasta company to package its products, way back in 1877, when it all began. The back of the pack, on the other hand, responds to the desire to tell, inform and educate the consumer about the processing and the characteristics of a new kind of pasta. Each format is represented with a specific illustration that shows the exact moment when the pasta is forged and comes out of the bronze die.
Moreover, for the first time, the date becomes an integral part of the identity, to celebrate the 145th anniversary of Italy's longest established and best-known food company in the world. The logo has been redesigned not only with a view to greater readability, but to achieve a clearer, more assertive, and, above all, "timeless" look. The white oval, a historical reference to egg pasta, has disappeared, as this would now be only a partial representation of a company that has become an all-around global food company.
The entire restyling is also aimed at rethinking the brand's strong desire to advance, linked to the performance values of another time in history, recovering a renewed symmetry, an expression of solidity, focus, presence and attention to quality. Last but not least, the trademark registration symbol has been introduced, certifying an authentic history that has never been just a matter of storytelling.