Barilla Re-Design

CONTENTS Discover

4

Define

22

Design

36

Develop

56

DISCOVER History

7

Values

8

Visual & Verbal Audit

9

Image Attributes

14

Audience

16

Competition

18

We l l K n ow n F a c t s

20

HISTORY The Discover phase for Barilla begins with an exploration of the history of the Barilla Group. It is important to examine the history of this company because a large part of their inspiration and ideals are rooted in their history.

Barilla pasta is a private, family owned company. In 1877 The first Barilla shop opened in Parma, Italy by Pietro Barilla senior. The company started as a bakery that made fresh breads and pastas. In 1910 Riccardo and Gualtiero, Pietro Senior’s sons, took the reins of the company. Under their management the company made progress towards industrial production with the construction of a real bread and pasta factory which employed 80 people and produced 80 tons of pasta a 7

day. Today the company is owned by the fourth generation of the Barilla family: Chairman Guido Barilla and Vice Chairmen Luca and Paolo Barilla.

In 1971 Barilla became an American Company when the Barilla brothers sold the majority share.

Guido Barilla attended Boston College in the U.S. and spent a year in the U.S. selling pasta to specialty stores and Italian restaurants in the 1980s. “I understood that the real future of our company was in the U.S.” Barilla is still the number one pasta in Italy today. Barilla produces many different types of pasta, over 120 different shapes and sizes. It is the world’s leading pasta maker with 40%-45% of the Italian market and 25% of the U.S. market.

VALUES Following the history section in the Discover phase is a discussion of the values of the Barilla Group. These values are the ways in which the company wishes to be seen and what they would like to be known for.

The Barilla Company is an Italian family company that has been around since 1877. Barilla believes that “food is a joyful convivial experience, is taste, is a form of sharing and caring.” The company offers delightful and safe products at a great value. Barilla believes in the “Italian nutritional model, that puts together superior quality ingredients 8 Barilla

and simple recipes creating unique five senses experiences.” The Barilla group lists their values on their website: passion, trust, intellectual curiosity, integrity, and courage. A sense of belonging, courage, and intellectual curiosity inspire those at Barilla. Barilla has always linked its development to people’s wellbeing and to the communities in which it operates. It is their vision to help people live better by “bringing well-being and the joy of eating into their everyday lives.”

9 Discover

fig. 1: Print Ads

fig. 2: Print Ads

VISUAL AND VERBAL AUDIT After researching the history and values of the Barilla company a visual and verbal audit was compiled. Several different types of verbal and visual communication used in Barilla’s current campaign are identified in this audit. It is important to evaluate a verbal and visual audit of a company to see any inconsistencies within the branding. The verbal portion of the audit is what a company says about itself. The current English tag lines and marketing messages

were used for the verbal portion of the audit. They are as follows: 1) “Pasta, Sauce, and the Good Life” 2) “Italy’s No. 1 Pasta” 3) “The Choice of Italy” 4) “The All-Italian Pleasure of Good Eating” 5) “The Pasta-bilities are Endless” The visual portion of the audit is what a company shows us about itself. The visual portion of the audit

fig. 3: Italian print ad

fig. 4: New Years print ad

can be seen in the brand’s print ads (fig. 1- fig. 7), iPhone App (fig. 8), website (fig. 9), Facebook (fig. 10), Twitter (fig. 11), shelf displays (fig. 12), and TV commercials (fig. 13 - fig. 14).

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11 Discover

fig. 5: Print ads featuring noodle shape

fig. 6: Billboard

fig. 7: Print ad featuring noodles

fig. 8: iPhone App featuring recipes

fig. 9: Website

fig. 10: Facebook

fig. 11: Twitter

fig. 12: Shelf Display

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13 Discover

fig. 13: TV commercial still

fig. 14: TV commercial still

PASTA, SAUCE, AND THE GOOD LIFE ITALY’S NO. 1 PASTA THE CHOICE OF ITALY THE PASTA-BILITIES ARE ENDLESS

IMAGE ATTRIBUTES This section of the Discover phase is dedicated to the found image attributes of the Barilla brand. It is important to examine a company’s found image attributes to get a sense of how the general public views the brand. These image attributes were found by conducting two forms of research: 14 Barilla

1) An examination of an online review and an online article about Barilla.

2) A user survey was conducted. Family members and friends were asked to describe Barilla in three words.

GOOD PRICE

EASY

GOOD PRICE

QUICK

TASTY

NICE PACKAGING

HEALTHY

INTEGRITY

HEALTHIER

TASTES GOOD

GENUINE

COURAGE

GOOD

ITALIAN

QUALITY

CHEAP

SELECTION

VARIETY

SIMPLE

BASIC

CONSISTENT

EASY

COST-EFFECTIVE

ITALIAN

GOOD

THE BEST

CL ASSIC

INEXPENSIVE

CONVENIENT

INTEGRITY

CUCINA

GENUINE

RELIABLE

AFFORDABLE

CONSISTENT

CL ASSIC

INEXPENSIVE

VARIETY

DELICIOUS

QUALITY

ITALIAN

GOOD PRICE

NO. 1

RELIABLE

RELIABLE

AFFORDABLE

VARIETY

BEST AVAIL ABLE

CONS

AUTO GRAPHICS

STANDARD

UTILITARIAN

BULKY

NOT CHEAP

GENERIC

AWKWARD

GENERIC

OLD

AUTO GRAPHICS

AUTO GRAPHICS

TIRED

15 Discover

PROS

AUDIENCE This section of the Discover phase identifies Barilla’s current audiences. It is important to examine the audience(s) of a brand to be sure they are successfully advertising to their main target market.

1) According to Forbes Magazine, “Barilla spent heavily on advertising, especially daytime television to target its biggest customers: housewives�. Along with housewives, Barilla also has secondary and tertiary audiences: 16 Barilla

2) The secondary audience for Barilla is family men. Now-a-days there are many more stay-at-home dads, same-sex couples, and men who just enjoy cooking.

3) The tertiary audience for Barilla is College students. Pasta is a quick, easy, and cheap way to enjoy a home cooked meal. Students tend to purchase Barilla for the convenience.

17 Discover

HOUSEWIVES

FAMILY MEN

STUDENTS

COMPETITION This section of the Discover phase addresses Barilla’s competition. Three forms of research were conducted to discover Barilla’s competition.

1) An examination of the pasta shelves at Cub foods. This study found Creamette to be a competitor for Barilla. The shelving display for Creamette is larger than the display for Barilla. This study also showed that Creamette is less expensive than Barilla.

2) Online articles and reviews on Barilla show that Ronzoni and Kraft are competitors.

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3) A user survey was conducted. Family members and friends were asked what kind of pasta they usually purchase and what they cook when in a hurry or trying to save money. This study showed that off brand pasta is a competitor (especially among college students). Rienzi, Annie’s, and other gluten free pastas and meals are competition. Along with other quick meal options like frozen meals, rice, soup, pizza, eggs, macaroni & cheese, and ramen.

19 Discover

GLUTEN FREE OPTIONS

CREAMETTE PASTA

QUICK MEALS

WELL KNOWN FACTS The final section of the Discover phase for Barilla is the company’s three well-known facts. It is important to determine these three well-known facts because, similar to the image attributes, this is how a brand is seen from the general public; this is what is being said most often about the brand.

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Barilla’s well-known facts were found by taking all the research from the Discover phase into consideration. The three well-known facts for Barilla’s current campaign are 1) the blue boxes, 2) that it’s an Italian brand and 3) that it’s a classic food item.

21 Discover

BLUE BOXES

ITALIAN

CLASSIC

DEfiNE New Audience

25

Desired Image Attributes 28 Design Criteria

29

Brand Positioning

34

NEW AUDIENCE The next phase of the Barilla re-design is the Define phase. In this phase we identify which aspects of the original Barilla campaign are working and which aspects are not working. These are revealed in many of the words collected in the image attribute section of the Discover phase. The image attributes tell us that although there are many good qualities 25

about the Barilla brand and the pasta itself, such as healthy, quality, variety, and classic, there are a few attributes that are negative such as old, tired, and awkward. To help guide our re-design for Barilla we start off the Define phase by creating a new target audience.

In the first section of the Define phase a new

audience for Barilla is created. This new audience is defined through a persona. The new audience persona that was created for Barilla is a couple named Jenny and Travis.

Jenny is 26 years old and Travis is 28 years old. They have been dating for two years and live together in a studio apartment in downtown Chicago, IL. They met in college where they attended the University of Illinois. They are not married and do not have children. Both work in downtown Chicago, their income combined is $110,000 per year.

Because they are living together

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without any children they have a disposable income. They are both in the beginning of their careers, Jenny as a Journalist and Travis as a Graphic Designer. They take public transportation to work (the EL and bus system). They lead busy, social lifestyles.

Jenny and Travis spend the majority of their time together.

They also love being with family and friends. They enjoy hosting dinner parties where they cook and share large meals. They have an appreciation for quality, healthy food and are up-to-date with the new

27 Define

trends in food. Jenny and Travis consider themselves “foodies” and are passionate about experimenting with new recipes.

Along with eating healthy the couple also enjoys working out and staying in shape.

Jenny and Travis have an active social life. They attend happy hour with friends and love hitting up new, popular clubs downtown. The couple also enjoys music.

They like to learn about new bands and attend concerts on the weekends. For a quieter time together they visit museums and art exhibitions.

The couple is up-to-date with the newest technology. Jenny has a cooking blog and Travis dabbles in photography.

Jenny has an iPhone 4 but is excited to upgrade to the iPhone 5 and Travis uses a MacBook Pro for his design and photography work. They keep up with their friends and family through text messaging and over Facebook, Twitter, Pintrest, and Instagram.

“FOODIES” LIBERAL FAMILY ORIENTED OPEN-MINDED HEALTHY HAPPY PASSIONATE ACTIVE LIGHT HEARTED PROFESSIONAL INTELLIGENT URBAN ARTISTIC UPPER-MIDDLE CLASS

DESIRED IMAGE ATTRIBUTES For this portion of the Define phase the desired image attributes were identified. By examining the existing image attributes and our new audience we came up with six desired image attributes for the new Barilla brand, they are quality, healthy, tasty, variety, authentic, and classic.

The word quality is defined as the “general excellence of standard or level” The word healthy is defined as something that is “possessing or enjoying in good health”.

28 Barilla

The word tasty is defined as “having a pleasant, distinct flavor”.

Variety is defined as “a number or different types of things, especially ones in the same general category”.

The word Italian means “Of or relating to Italy, its people, or their language”.

Classic is a word that means “something that is judged over a period of time to be of the highest quality and outstanding of its kind”.

29 Define

QUALITY HEALTHY TASTY VARIETY ITALIAN CLASSIC DESIGN CRITERIA Using these new found desired image attributes we then put together the design criteria for the new Barilla branding system.

We did this by pairing each word attribute with the five senses: see, hear, touch, taste, and smell.

SEE QUALITY

HEALTHY

TASTY

30 Barilla

TA S T E

31 Define

HEAR

SMELL

FEEL

SEE VARIETY

ITALIAN

CLASSIC

32 Barilla

TA S T E

33 Define

HEAR

SMELL

FEEL

BRAND POSITIONING In the last portion of the Define phase we identify the new brand positioning for Barilla. With the help of Marty Neumeier who wrote the book The Brand Gap we created this brand positioning statement by identifying the “who”, “what”, and 34 Barilla

“why” of our new brand.

The “who” identifies who Barilla is. The “what” identifies “what” Barilla does and the “why” identifies why this brand special.

35 Define

WHO BARILLA IS A HIGH QUALITY ITALIAN PASTA COMPANY.

W H AT BARILLA PROVIDES HEALTHY AND TASTY PASTA AS WELL AS RESOURCES FOR RECIPES AND SAUCES FOR HEALTHY MEAL OPTIONS.

WHY BARILL A OFFER S A VARIETY OF PASTA AND MEAL OPTIONS FOR THOSE WITH SOCIALLY ACTIVE LIFESTYLES WHO ARE CURIOUS ABOUT THE ART OF COOKING.

BRAND POSITIONING BARILLA IS A QUALITY ITALIAN PASTA COMPANY THAT PROVIDES TASTY PASTA, RECIPES, AND SAUCES FOR HEALTHY MEAL OPTIONS FOR THOSE WITH SOCIALLY ACTIVE LIFESTYLES WHO ARE CURIOUS ABOUT THE ART OF COOKING.

DESiGN Marketing Strategy

39

Marketing Message

42

Visual System

44

MARKETING STRATEGY The Design section is dedicated to the marketing strategy, marketing message, and design elements for the new campaign based on what was established in the Define phase.

Firstly, in the Design phase, the new Barilla marketing strategy is identified. By examining Jenny and Travis’ daily activities we are able to determine the most effective means of advertising applications.

These applications are put in their every-day environment so they happen upon them naturally.

Jenny and Travis are up-to-date with new forms of technology and receive many forms of advertising through the use of their iPhones, apps, social media, and blogs.

39

Although the couple is tech savvy they still have an appreciation for tactile, old-fashioned forms of communication. This is expressed through the cookbook. The cookbook pushes the authentic, classic feeling in the new Barilla brand.

Jenny and Travis primarily use public transportation to get to and from work. Bus stop ads and billboards are something they pass by every day.

The couple enjoys experimenting when it comes to cooking but they like to be introduced to new products so they are guaranteed quality. Free samples at grocery stores allow the target audience to get a feel for the product without having to commit right away.

View fig. 15 for further explanation.

COOKBOOK

The new Barilla campaign is based around their limited edition cookbook called Buona Pasta, Bella Vita.

fig. 15: Marketing Strategy

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WEBSITE

BLOG

APP

Barilla products are sold, events are advertised, recipes are listed.

The site links to the Barilla Facebook, Barilla Twitter, and the Barilla Blog.

The Barilla Blog is design like Pintrest. The public can upload and share pictures and recipes on the blog.

The Barilla App is an extension of the Barilla Blog where the public can upload and share pictures and recipes on their smart phones.

41 Design

TWITTER

Barilla’s Twitter page updates the public on events, products, & recipes.

The page links to the Barilla website, Barilla Blog, and Facebook.

FACEBOOK

Barilla’s Facebook page updates the public on events, products, & recipes.

The page links to the Barilla website, Barilla Blog, and Twitter.

BUS STOP AD

Bus stop ads advertise Barilla when target audience is en route to and from work using public transportation.

BILLBOARD

Billboards advertise Barilla when target audience is en route to and from work using public transportation.

SAMPLES

Featured samples are offered at upscale grocery stores such as Kowalski’s & Lunds with a touch screen displaying the recipes from “Buona Pasta, Bella Vita”.

MARKETING MESSAGE After identifying the marketing strategy in the Design phase we then brainstormed possible marketing messages, or tag lines, for the new Barilla campaign. The phrase “Buona Pasta, 42 Barilla

Bella Vita� was chosen as the final marketing message and is also used as the title of the Barilla cookbook. In Italian, Buona Pasta, Bella Vita translates to Good Pasta, Good life.

43 Design

Good Pasta, Good Life Buona Pasta, Bella Vita Relax, You Still Have Great Pasta Five Second Rule New Favorite Meal Dream Up Something New We Believe in Favorite Ingredients It Begins with Barilla What’s on Your Plate?

Step up to the Plate Mix It Up It’s Always New Go Ahead, Play With Your Food Great Foundation Creative Combinations It’s a Social Experience Buon Appetito For the Chef in You Try Something New It’s What’s in Your Pantry Classic, Authentic Open Wide Step up to Barilla It’s Classic

You’re Favorite Ingredient For the Chef in You It’s not like Baking Wing It! Come up with Something Great Whip up Something Great!

Start with Barilla It Starts with Barilla For you, It’s Barilla!

Let’s Make Something new Tonight Just Add Sauce Just Make Sauce Just Add Imagination Barilla is the Canvas Get Saucy!

Primo The First Classic Creativity A Creative Approach to Dinner Bringing Dinner to Life Not what You Expect

A Basis for Your Creativity Fun Fusions Unite Merge Great Starting Point It’s Always “In” The “In” Crowd A Classic Composition Compose a Meal Edible Compositions Stir It Up! New Way of Working with the Basics

BUONA PASTA, BELLA VITA

VISUAL SYSTEM The visual system for the new Barilla campaign is created by keeping the persona, marketing strategy, and marketing message in mind. The visual system consists of four elements: 1) Logo 2) Photography 3) Color Palette 4) Typography

LOGO The new logo was developed through several different stages of refinement. First, we did a font exploration where in which we investigated as many different fonts as possible. Using this big catalog we could identify which fonts we wanted to go further with. During this research we settled on six fonts that had a retro, 1950s - 1960s vibe.

44 Barilla

We then narrowed it down to one final font. This font is called Rechtman Plain. Using this type-face we created proprietary art by changing the letter shapes and counters and by adding the oval design element. This makes the Barilla logo unique to the new Barilla campaign.

45 Design

FONT EXPLORATION

LOGO FINALISTS

46 Barilla

47 Design

FINAL TYPE-FACE

PROPRIETARY ART

PHOTOGRAPHY Barilla’s new campaign uses photography as the main visual element. The photography seen in this campaign was composed and taken by me. The photographs showcase a birds-eye-view of the recipes featured in the Barilla Pasta Co.’s cookbook, Buona Pasta, Bella Vita.

48 Barilla

The photographs show all of the ingredients used in each recipe. The ingredients are laid out flat and organized in highly geometric patterns. Other photos used throughout the campaign include other cooking utensils like pots and spoons and some highlight close-up shots of just noodles.

49 Design

50 Barilla

51 Design

52 Barilla

53 Design

COLOR PALETTE The new color palette for Barilla is based off of the old color palette used in their prior branding.

Initial research found that the blue boxes of Barilla are highly recognizable. Based off of this information 54 Barilla

we decided to keep the equity of this color while adding the three colors of the Italian flag: red, white, and green. Also, yellow has been added as a highlight color which mimics the color of pasta.

HEA DER S SUB-HEADINGS This is the typeface used for body copy for the new Barilla campaign. The font is Tw Cen MT. This is the typeface used for body copy for the new Barilla campaign. The font is Tw Cen MT. This is the typeface used for body copy for the new Barilla campaign. The font is Tw Cen MT. This is the typeface used for body copy for the new Barilla campaign. The font is Tw Cen MT.

TYPOGRAPHY Other than the Rechtman Plain, which the new Barilla logo is based off of, there are other typographical elements used in the campaign. These elements can be divided into four sections:

1) Cookbook Title: AdamGorry-Lights (All Caps) 2) Headers: Hero (All Caps) 3) Sub-Headers: Gill Sans MT (All Caps, Bold) 4) Body Copy: Tw Cen MT

55 Design

COO K B O O K T I T L E

DEVELOP Cookbook

59

Billboard

64

Bus Stop Ad

68

Website

72

Blog

74

App

76

Social Media

78

Samples

80

Avatar

82

COOKBOOK The Develop phase is where you can see all of the design elements created in the Design phase applied to the new Marketing System.

The first application is the cookbook, Buona Pasta, Bella Vita. This newly designed campaign for the Barilla Pasta Co. revolves around this cookbook. This 59

cookbook is aimed towards Barilla’s new audience: young urban couples who like to experiment with the art of cooking. Buona Pasta, Bella Vita contains recipes that highlight healthy meal options and the many varieties of Barilla pasta

61 Develop

BILLBOARD Jenny and Travis, Barilla’s new target audience, are an urban couple. A way to advertise to them and get their attention is with 64 Barilla

the use of billboards. The target audience is likely to use public transportation on their way to and from work and pass these ads often.

BUS STOP AD Similar to the billboard is the bus stop ad.

This is another way to reach out to Jenny and 68 Barilla

Travis on their way to and from work.

WEBSITE The billboard and bus stop ad display a link to Barilla’s new website: barillapastaco. com. On this site the viewer could buy Buona 72 Barilla

Pasta, Bella Vita and other Barilla products, learn featured recipes, link to the Barilla Blog, and learn about the history of Barilla.

73 Develop

HOME

ABOUT

RECIPES

P RO D U C T S

H I S TO RY

Recources Barilla on the Web Legal

BLOG

BLOG The Barilla Blog is a place where customers can post photos of their favorite recipes and dishes that feature Barilla pasta. Viewers can 74 Barilla

also searc h for a specific recipe or browse all of the recipes posted on the blog.

75 Develop

HOME

ABOUT

RECIPES

P RO D U C T S

H I S TO RY

BLOG

logg SHARE SEARCH BROWSE

PENNE ALLA ARRABIATA

Recources Barilla on the Web Legal

uploaded: 11.26.12 30s ago

APP The Barilla App is similar to the Barilla Blog in that it is a place where customers can post photos of their favorite recipes and dishes that 76 Barilla

feature Barilla pasta. Viewers can also searc h for a specific recipe or browse all recipes.

77 Develop

Share your Favorite Barilla Recipes!

Barilla

SEARCH BROWSE

add

uploaded: 11.26.12 30s ago

H

E

SHARE

add

UPLOAD

UPLO

SAMPLES Once a month, at high-end grocery stores like Lunds and Kowalski’s, Barilla will offer free samples of featured recipes from Buona Pasta, Bella Vita. Along with the samples there will be discounted prices on the cookbook and pastas. To showcase the recipes there will be a 78 Barilla

large touc h screen where customers can swipe through the featured recipes. Those working at the free sample booth would wear Barilla branded aprons. The samples would be given in recyclable Barilla bowls.

79 Develop

SOCIAL MEDIA Barilla’s new target audience spends a lot of time online and communicating through social media. Another way to keep the new audience up-to-date with the Barilla Pasta 80 Barilla

Co. is with social media suc h as Facebook and Twitter. Here Barilla can share news and link viewers to the Barilla Pasta Co. website and Blog.

81 Develop

AVATAR The last piece of the Develop phase is the Barilla avatar. The avatar shows the new Barilla logo in motion. This avatar can be used 82 Barilla

in animations, t.v. commercials, website or iPhone app.

83 Develop

1

2

3

Work Cited: http://www.forbes.com/global/2002/1125/036.html http://www.barillagroup.com/corporate/en/home/chisiamo/history.html http://www.barillagroup.com/corporate/en/home/chisiamo/vision.html http://www.adbrands.net/it/barilla_it.htm http://ianwiltshire.com/barilla.html http://artnectar.com/2010/12/creative-advertising-happy-new-year-barilla/ http://www.advertolog.com/barilla/print-outdoor/corkscrew-3034905/ http://www.coloribus.com/adsarchive/prints/barilla-food-the-simpsons-2713655/ http://www.nicholaspizzolato.com/work/packaging.htm http://www.facebook.com/BarillaUS?fref=ts http://www.barilla.com/ http://www.goldengekko.com/?page_id=1883 http://www.triplepundit.com/2011/01/barilla-first-pasta-maker-move-cage-free-eggs/ http://www.epinions.com/review/Barilla_Spaghetti_1_Lbs/content_463108935300?sb=1 http://www.adbrands.net/it/barilla_it.htm http://www.forbes.com/global/2002/1125/036.html http://www.epinions.com/review/Barilla_Spaghetti_1_Lbs/content_463108935300?sb=1 http://www.forbes.com/global/2002/1125/036.html http://faithoncampus.com/why-the-local-church-needs-college-students/ http://bythedarkofthemoon.wordpress.com/2010/10/23/bean-untucked-uh-oh/ http://tlc.howstuffworks.com/family/8-stay-at-home-mom-success-tips.htm The Brand Gap by Marty Neumeier Re-Design and Book Layout by: Yana Pietras