THE TRADITION OF ITALIAN CUISINE
Buitoni, a brand with nearly two centuries of history, now owned by Nestle was looking into bringing a new structural packaging and brand strategy for a traditional recipe. The project involved a series of co-design workshops to bring insight into the design of a new packaging system and communication strategy to show the commitment to tradition and the highest quality ingredients rooted in the company's' DNA.
CO-DESIGNING IT FROM CASA BUITONI
The project involved a few co-design sessions from "Casa Buitoni", the research centre of the popular Italian pasta makers Buitoni, located in Villa Fratti di Sansepolcro (province of Arezzo, Tuscany) . The co-design sessions focussed on the discovery of insights from different stakeholders, professional chefs, packaging specialist, foodies, housewives and even retailers. A long and insightful weekend of participatory design with one main purpose, "bring a new and fresh style to an always loved traditional recipe".
