Since it’s launch to market four years previously, Etto has opened two more restaurants and become a leader in home delivery, increasing sales to more than 3000 customers each week. In the process the humble take away container has evolved to be a critical part of the brand experience.
The pasta pail has transformed into a container with significantly higher insulation properties to keep take away and delivery meals warmer for longer. It has also shape shifted to better reflect the experience of eating pasta from a bowl. At the same time pizzas have become more popular and a range of baked pasta product have introduced a new foil container into the mix.
All these functional demands combined with an evolved confidence in the personality of the brand have been captured, resolved and translated into a new suite of packaging designs.
The Design Strategy
The brand already had a strong red and yellow colour palette, useful for differentiating different sizes of the pasta pails and take away bags. We introduced a bold, diagonal stripe into the brand visual language, which when combined with the street texture of the photographic brand collages and a new suite of brand typography created a unique, confident and contemporary, urban Italian feel.
“The new packaging design has been a critical part of our brand refresh. The new pasta pails have significantly improved the eating experience for our many take away customers and the new look is keeping us fresh in the minds of our market. We’ve seen an increase of around 10% in sales since launching the new packaging, a great result for the business.”
Stephane Meyer, Founder Etto Pasta Bar.