Don Vicente

For us, it is an honor and a challenge to have redesigned the identity of Don Vicente once again.

Very few food brands have been around for more than 100 years in Argentina.

100 years gives a clear idea of the trajectory of a brand that knew and knows how to stay relevant over time.

The challenge

In 2010, we had done a redesign of the brand that sought to keep it relevant in a highly competitive category like pasta.

On this occasion, the new design represents a more significant change for the brand.

Don Vicente, which leads in egg pasta, challenges itself with new packaging and a new identity.

The result

The typical package with predominant burgundy and yellow colors turns into a new type 'craft' brown color with a 'matte' finish, aiming to bring the brand closer to its artisanal production, granting it a more elegant style in line with its quality.

For the first time in its history, the image of the founder has been changed, now presenting him in his chef's shirt with a style more committed to pasta making, accompanied by the phrase “The taste of homemade pasta.”

A new design that highlights the name more and presents an attractive and current packaging line to stand out better at the point of sale, emphasizing the qualities of Don Vicente noodles.