Creating a new era for an Italian Icon


Barilla is an Italian family-owned food company. Established in 1877, it’s now an international Group present in more than 100 countries.
A world leader in the market of pasta and ready–to–use sauces, the Barilla Group is recognized worldwide as a symbol of Italian expertise.

FutureBrand were challenged with creating a global design system for the entire pasta range capable of communicating the brand core values to worldwide consumers.


The Barilla logo has been slightly revised to give more evidence to brand genuineness and simplicity. The intense exploration work around the brand icons has led to the choice of the strongest of all: the fork. It belongs to the brand heritage and it’s an acknowledged symbol for taste and pleasure and an invitation to share.

On the front FutureBrand has placed a window where consumers can see the product as an anticipation of the end result.

On the back of the pack Barilla pasta new recipe is dramatized by macro photos showing the beauty and taste of each pasta type.


A packaging design system that effectively conveys the Barilla core values and talks a universal language easily understood by pasta lovers around the world.