This is my final school project.The brief was to work in groups, picking out a brand that needed redesign, with the goal to change the target group. We decided to work with a local brand, called "Svensk Pasta", based in the city of Karlstad. Behind the company stands a woman, who found her passion in pasta on a trip down to Italy. Her idea was to make Swedish pasta, using only swedish ingredients and tastes, making it as local as possible. She makes everything herself and sells her pasta in several small shops around the country. The first pasta was made in 2011, working with master chefs, they developed four different tastes. The next year she won the prize for the best swedish region food.
The pasta is handmade, local and a delicates supply. The formal name can directly be translated to "swedish pasta". In our redesign work, we had to change the brand name, to make it even more local and genuine. We wanted to keep** the honesty and simplicity, but making a luxury brand. So we decided to rename the brand to "Karlstad Pastafabrik", which means "Karlstad Pastafactory".
We made a logo for the company, using the town hall of Karlstad. We also worked with copper taking it back to the craftsmanship of the pasta making, but also making it luxurios at the same time.
Creating a color system that includes four different pastel colors and the copper. The pastel colors is often seen in pastry and sweet shops, things that we reward ourselves. Taking this color scheme to food, such as pasta, makes it pop from the normal colors that are often seen in the food store. It becomes something that we want to buy when we want to give ourselves something extra. The cooper stands for the craftsmanship and makes a link back to the fabric.
Designing the packaging for the dry pasta we wanted to work with a translucent material. We wanted to show the product but at the same time create something more unexpected. We worked with a paper that made the product seem luxurious and mysterious. The design is simple to make, so the little company has the possibility to still keep it on a small-scale. And it's easy to fill and staple it in the factory. We also worked with color coding for the different tastes.
To make the collection complete we developed four new products. Wholegrain and natural spaghetti, and a gift box containing olive oil and a balsamic vinegar. We also made stationary and business cards.
This is our design for the fresh baked pasta, that has three different tastes. The container is made out of a copper sprayed steal, and sealed with a translucent paper. All the information is printed on the tag like the dried pasta.
