Pagani pasta


When most pasta makers promote their product, images of plump, rosy-cheeked Italian mamas in gingham aprons usually aren’t far away. Not this pasta maker. Pagani wanted to approach it in the way that designers of high performance Italian cars regard their latest creation. Like a science. With absolute attention to detail. And an inexhaustible drive for perfection.

During a comprehensive brand repositioning phase, Brand Instinct appointed me to visit the Pagani factory, located in the Italian region of Lombardy, to interview key people within the organisation and gain insights into the brand’s essence.

From this, as well as finding inspiration from the style of language used at the premium end of the European automotive industry, I developed the overarching tone of voice. This was then applied to the website and promotional brochure.

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