Barilla refreshes the blue brand colour and packaging design

Inspired by the Italian sky on a summer’s day

Adentity recently visited Milan and spotted the new, lighter blue Barilla packaging design that is launched in Italy. The new Barilla blue is inspired by the Italian sky on a summer’s day. FutureBrand that is the agency behind the rebranding work explains the new blue like this:

”That special hue of blue of the Italian sky on a summer’s day has been transferred to the Barilla pasta packaging. The packaging says farewell to Barilla’s traditional blue for a lighter shade full of emotion and generosity. Today, that light blue characterises Barilla packaging all over the world, celebrating the Italianness of the most loved pasta brand.” 

Barilla brand colours – red, white, and blue

Barilla’s traditional three brand colours are red, white and dark blue. The red, white and blue colour palette of the Barilla visual identity is a representation of the passion, love, and professionalism of the Italian company and its values of the customers’ happiness and well-being. We think a fresh, new packaging design is a great move for Barilla to make, since it is a refreshment to the brand in line with the heritage, focusing on emotions and highlighting the Barilla story and its love for pasta.

A new fresher pasta packaging range

Apart from the colour being replaced with a lighter shade of blue, there are some other exciting changes to the Barilla packaging. The new pasta box is made of virgin cardboard fiber which is a sustainable and recyclable material, and the plastic window has been removed in some markets like UK, which shows a sustainable mindset at Barilla. Also, the pasta will now be produced with 100% Italian wheat, and a new icon has been introduced to highlight this.

Before the redesign of the Blue packaging colour

You probably recognize the old Barilla packaging, since it is a product and design that lasted virtually 30 years. We look forward to seeing the new packaging in shelves all around the world!


Read more at FutureBrand, Barilla, Behance and Packly blog