Barilla Packaging Experience Award

Barilla Packaging Experience Award

New packaging design contest

New packaging design contest on Desall.com: Barilla and Desall invite you to design new packaging experience solutions dedicated to their Pesto sauce for the US market.

Barilla is an Italian family-owned food company. Established in 1877, it is now an international Group present in more than 100 countries. A world leader in the markets of pasta and ready–to–use sauces in continental Europe, bakery products in Italy and crispbread in Scandinavia, the Barilla Group is recognized worldwide as a symbol of Italian know–how.

Barilla is looking for innovative packaging experiences and packaging solutions dedicated to its Pesto products, with the aim of becoming category leader in the US market.

The project is focused on the US market, where customers are getting to know the “Pesto” sauce more than ever (with a growing trend for the market) and already use it to deliver a burst of flavour and fresh twist to a range of dishes, including pizza, sandwiches, fish, chicken, vegetables, pasta and a variety of other recipes. Many Pesto brands are already present in the US market, but Barilla aims at becoming category leader leveraging on its high-quality Pesto products, made of 100% Italian basil and cheeses. For more information on the Barilla Pesto product line, please visit the Barilla website.

CONTEST OBJECTIVE

The objective is to imagine a new experience, answering to the following question posed by Barilla “How can we imprint in the US consumer the concept of PESTO = BARILLA through its packaging?” with the ultimate goal of making Barilla leader in the US market in this product category.

PROJECT TYPOLOGIES

For the purpose of the contest, you are invited to adopt a consumer-centric approach, thinking and designing two solutions:

• Packaging solution A: design innovative packaging experiences, based on the current packaging range. No changes to the current packaging (jar, lid, label) are allowed. You can imagine, for example, new uses of the jar at the end of its life cycle in view of environmental sustainability (upcycling), how digitalisation can be leveraged to enhance the role of the packaging bringing it to a different level of experience or ways to engage consumers and communities through common activities/initiatives that might exploit the use of Barilla packaging aiming to educate/experience around the product “Barilla Pesto” in the US market. This solution can also consider the interaction of the Pesto packaging with other Barilla products/packaging to develop memorable consumer experiences in various occasions. Furthermore, for this solution take into account no cost of implementation in consideration of the current packaging. For more information on the current Barilla Pesto packaging, please download the Material files and see the “Size” paragraph.

• Packaging solution B: design innovative packaging solutions with a more long term perspective, suggesting a fully new structural Pesto packaging solution, that can become an iconic packaging for the brand.

DESIGN ASPECTS

Your design can take into account several aspects related to the packaging, including, among others:

• Consumer engagement/interaction and added values in the experience (solution A-B);

• Second functionalities (solution A-B);

• New functionalities (solution B);

• New shapes/materials/technologies (solution B).

You can focus on any aspect of the packaging, including usage, reuse, storage, entertainment, education, shape, materials etc. Great importance will be given to those solutions that are able to offer additional functions and/or values, by driving consumer engagement and building a strong Barilla reputation in the Pesto product category. You are also invited to draw inspiration from new and from future consumers’ lifestyle in the US.

STYLE

Your solutions must draw inspiration from the style and Brand identity of Barilla. No development of graphic content is required - if you want to present your packaging with a dedicated graphic design, please comply with the Barilla logo usage guidelines provided in the Material files.

VALUES TO CONVEY

Your solutions must leverage on the strong brand reputation of Barilla, drawing inspiration from its value propositions. In particular, the Brand cares about consumer needs, product quality and the environment.

TARGET

Your solutions will be addressed to the US market only, keeping into consideration the consumer segment (primary use at home), with a specific focus on US / Gen X, US / Millennials, US / Gen Z, all interested in or already using Pesto products in general.

SIZE

The current packaging contains 6,2 oz of product and has the following dimensions: diameter 2,46 in (62,5 mm), height 4,05 in (103 mm). Keep these information as the starting point for your proposals, both for Packaging solution A and for Packaging solution B (see paragraph Project typologies). For a sample photo and a basic 3D of the current packaging, please refer to the Material files attached.

MATERIALS

For the structural packaging (refer to solution B) you are free to suggest the materials you consider more appropriate for the project typology, keeping into consideration the important aspects of sustainability, ecology, recyclability, etc. For your projects, make sure you do not suggest the use of materials that compete with the food chain (i.e. do not suggest materials based on food-derived products such as corn-based PLA or other materials that use resources destined to the world’s food supply, etc.)

TECHNOLOGIES/PRODUCTIONS COST

For the structural packaging (refer to solution B) you must take into account the industrialisation requirements for packaging on a large scale production.

Regarding the costs:

• for the Packaging Solution A take into account no cost of implementation in consideration of the current packaging;

• for the Packaging Solution B there are no specific constraints on the cost of implementation, as long as your solution is scalable for mass production.

DELIVERABLES

Upload all the images that better present your two solutions, providing renderings, descriptions on the new consumer experience and added value of your projects, details about usage, functionality and aesthetics, CAD files (if any), use-case scenario and details on the new materials/technologies (if any). High-resolution images (required) and other materials can be provided in the Archive file (only .ZIP format) to attach from the upload page.

EVALUATION CRITERIA

In the evaluation of your submissions Barilla will take into account the following criteria:

Degree of Innovation 5/5

Project presentation 5/5

Brand compliance 4/5

Functionality/usability 4/5

Technical feasibility 3/5

LANGUAGE

Since we are an international Community, all texts provided with your uploads (abstract, description, tags, etc.) should be written in English.

CONTEST TIMELINE

Upload phase: 11th December 2020 – 11th March 2021 (1.59 PM UTC)

Client Vote: from 11th March 2021

Winner announcement: approximately before the end of May 2021

Optional deadlines

Concept revision: 11th January 2021 (1.59 PM UTC)

Concept revision: deadline for requiring an optional revision of your project by the Desall team.

ELIGIBILITY AND SUBMISSION

Participation is free of charge and open to designers and creative talents of any nationality aged 18 years or older. Participants can present one or more projects, but only the projects published on the www.desall.com web site, via the upload page related to “Barilla Packaging Experience Award” will be accepted. Both individual and team projects are welcome (for team projects, please specify all the authors in the abstract).

AWARD

1°: €4000

The selection of the winner by Barilla will be the result of an unquestionable evaluation and it will take into account originality, feasibility and consistency with the brief presented.

HERE THE LINK TO THE COMPLETE ANNOUNCEMENT