Don Vicente

It is an honor and a challenge for us 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 provide a clear idea of the trajectory of a brand that has known how to stay relevant over time. The Challenge In 2010 we carried out a redesign of the brand that aimed to keep it relevant in a highly competitive category such as 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 a predominance of burgundy and yellow now changes to a craft-type brown color with a matte finish, seeking to bring the brand closer to its artisanal production, giving it a more elegant style in line with its quality. For the first time in its history, the image of the founder was changed, now presented with his chef's shirt in a style more committed to the pasta-making process, accompanied by the phrase "The flavor of homemade pasta." The new design highlights the name more and presents an attractive and relevant packaging line to better stand out at the point of sale, emphasizing the qualities of Don Vicente noodles.