This modern interpretation of Italian tradition is reflected in the packaging design. Each package displays the portrait of a young fancy Italian – an Italian original of 2014. It showcases the pasta through a transparent window replacing hairstyle or beard. The pasta becomes part of the portrait.

With this combination the brand promise was perfectly transformed into a progressive packaging with stopping power. Unconventional gourmets became aware of the homemade pasta brand and became first time buyers. A lot of them returned. And even new customers frequently asked about the “pasta with the faces” they had heard of.