14 responses

  1. Firstly, I love your blog!
    Secondly, the simplistic design behind the concept is awesome. After all, as humans we’re drawn to faces, so it’s easy to see how well this will stand out on the shelf.

  2. Will appeal to lots of college girls. Most of them rely on pasta-based diets for convenience.
    Very clever use of a pretty, skinny girl on the package. It undermines the truth about pasta contributing to weight gain, and uses a relatable illustration style that is so common in lifestyle & beauty magazine articles.
    Nice job.

    • The scope could definitely be broadened, Ana. Perhaps switching the box to other colours, or a squid ink cavatappi for a Marouane Fellaini special. I’m not sure I agree about pasta and weight gain, though. Everything in moderation.

  3. Very eye catchIng design and I agree it would appeal to the college girl market – not super appetizing otherwise, however. Definitely a niche product with the white and it being a pretty white girl every time. Diversity would broaden the appeal.

  4. The reason I love this packaging design is that its unlike any other pasta packaging out there – it stands out like a sore thumb. So naturally, I’d expect consumers to notice this more on the supermarket shelf.

    Clean. Well executed. Brilliant.

  5. The concept is great. Visually, there is an essence of minimalism with quirkiness which is what makes it stand out from the other pasta packaging products. However, from a designer’s point of view, the message and brand feel misrepresented within the concept. To clarify my point: are we branding hair products? Different types of pasta in correspondence with hair styles? What has hair styling got to do with pasta?

  6. It is so clever. Really stands out in the store. I believe it would definitely appeal to more than “college girls”. I don’t see a “skinny” girl, either. That comment made no sense to me. Plenty of curvy and larger women with perfectly proportionate faces.

  7. Subjective comments on an illustration of a girl’s face don’t fall under design critique to my mind. For example, this girl, http://www.ellymaydayofficial.com/ could have easily been the model for that face and she is not a “skinny” girl.

    I am also a middle aged women who would buy that pasta if it fit within my budget. My middle aged husband said he would, too. And my 10 year old son, and my seven year old daughter. Granted, that is a very unscientific survey, but there are plenty of products out there with young women as part of the marketing/logo which appeal to more than just college girls. Does the Land O’Lakes butter packaging only appeal to young Native American Indian girls because all the major marketing includes an illustration of one?

    I would love to see a male face with innovative cut outs because I think that would be as clever. Such as a man with a ‘man bun’ for the fettuccine for example. Or a curly haired man for the cavattapi. Etc.

    As for not being in the design industry, well, I am a bit old school having graduated with a Commercial Art Degree and a Communications Degree with a Graphics Emphasis back in the early 90s. And graphic design and marketing is all I’ve ever done for over 30 years. But considering my perspective is American Native, I could see why it would be confusing. Our experiences color our opinions, like yours did about “skinny” girls, this product ‘only’ appealing to a very limited niche market (without any statistics to back that up) and pasta contributing to weight gain (statistics go either way for that, as they do for animal fat and dairy).

    Although this packaging is meant for pasta, I could see it for other products from cereals to baby carrots to even ice cream. What you seem to be saying, as designers, we should not make the product we are designing for look appealing? I doubt I would turn down a job for any of those products, regardless of whether they contribute to weight gain or not. And if I don’t succeed in making the product appealing, I would be a failure and contribute to the failure of the product. I would not have lasted this long in graphic design if I limited myself that much or shot myself in the foot in such a way with clients.

  8. Hey guys. My comment was about a general feel of the design that would get (in my opinion) a particularly strong response from a particular demographic. The details I talked about were to support that scenario.

    This does not mean that only this demographic would be “attracted” to this product. Other people would/could obviously be interested in the product for a million other reasons. It seems a bit inappropriate to take one persons opinion and treat it as if was some kind threatening law written in stone. It’s just an opinion, folks. You can voice yours without attacking somene else’s.

  9. Has no one here heard of Angel Hair pasta? Is that only an American thing? :) Maybe it’s better known as Capellini, but I don’t find the the hair reference much of a stretch. Like hair, pasta is thick or thin, straight or curly, light or dyed. I think it works and the packaging is definitely eye-catching. Maybe not completely the best approach for food packaging. I can’t tell, however, if the packages are truly window-paned or if that’s just an illusion. It looks photographed, which is as phony as cartoon bloopers. I don’t know, I think this is clearly one of those issues where the industry has a standard and it’s tough to deviate from it. When it comes to Italian food, I believe people expect traditional and classic, not necessarily classy. Hand-lettered and artisan quality in feel.

  10. If these images come from the proposal, which is what I presumed, then the cutouts would likely be Photoshopped with the intent to show how they will look when the packaging is actually produced. Even if not Photoshopped, the pasta would have been ‘arranged’ to be most appealing for the sake of these photos.

    Personally, when it comes to pasta, I go fairly cheap unless I am looking for a particular style of pasta or have a special occasion coming up. Packaging doesn’t really play too much of role except in that very last scenario.

Leave a Reply

Your email address will not be published. Required fields are marked *