STRETCHING A CLASSIC BRAND INTO THE MODERN ITALIAN FLAVOR LANDSCAPE
The Challenge
A leading classic Italian sauce brand was starting to lose market share to unconventional and ultra premium competitors, causing the company to seek better understanding of how Italian sauce and flavor needs were evolving and where those needs could be met in the future.
The Approach
WG led a deep exploration of the modern Italian food culture and culinary experience through a hands on “sauce safari,” which included meeting with chefs, Italian food lovers, and influencers, as well as eating A LOT of pasta to grasp the modern cultural context of Italian food and to imagine unprecedented possibilities for this brand.
The Opportunity
Our journey through the world of Italian sauce experts and consumers led to a new set of desired experiences, design targets, and a fresh and modernized brand architecture with delicious product pillars, all representing white space growth potential for the brand.
