The future of tradition






How can we make such a historic brand evolve and make it relevant for the future?
De Cecco is a symbol of “Made in Italy”. Unlike many other Italian companies, that are the result of acquisitions and resales, De Cecco has always been run by the De Cecco family. This has allowed the company, in the course of over 130 years of history, to remain faithful to its values ​​and to guarantee high quality products. The same consistency has always accompanied the visual expression as well, making the packaging of De Cecco semolina pasta a true icon of Italian spirit throughout the world.
How can we make such a historic brand evolve and make it relevant for the future?
To do this, we started by analyzing the brand’s visual assets, distilling the main ingredients and eliminating the superfluous. A process aimed at making the brand more incisive and contemporary, without distorting it.
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The gleaner, an icon linked to abundance and prosperity, was simplified and enlarged, creating a new lockup with the logo, which guarantees greater visibility in all its applications. The background blue lost its shading, returning to a brighter and cleaner tone. The restyling process was then extended to the packaging system, which optimized the information on the front, making it clearer and more usable for the consumer.

cba Insight news dececco 02 packaging HR
cba Insight news dececco 03 packaging beforeafter HR3

Starting from the logo and packaging, we then developed the brand guidelines, defining the application rules on all touchpoints, both physical and digital. A careful and scrupulous work, which allowed us, once again, to accompany the brand in its growth process.

Founded in 1886 in Fara San Martino, the De Cecco Group is a historic Italian company which has been producing high-quality pasta since the beginning. Today, as well as pasta, the iconic product which has rendered the brand famous throughout the world, the company’s portfolio contains other quality products including oils, tomato-based derivatives, ready sauces and bread-based derivatives.