Marinara Sauce Label Redesign

A classic brand in a crowded category

The Buon Giorno brand is an authentic Italian pasta sauce that was developed in Casseta, Italy by the founder’s grandmother. With its clean ingredient deck and classic flavor, the brand had a loyal following but lacked a shelf presence in a category that has significant competition.

A fresh approach to stand out

By starting with a competitive audit, we found a “sea of sameness” in the colors, fonts and approach many brands took. Through design exploration, we developed a package design that stands out on shelf with a classic Italian pattern and use of a black background. It conveys the brand’s authentic heritage, simple ingredients and a hand-crafted, small-batch feel.