Italiano entered the local market with a simple promise — quality pasta that feels authentic and familiar. Over time, the brand became a trusted household name, building strong recall through consistency and dependable taste. Its presence on retail shelves was steady, recognizable, and rooted in tradition.

However, as the category evolved and competitors adopted more modern visual identities, Italiano began to feel visually dated. The challenge was not to reinvent the brand, but to refine it — preserving the familiarity customers loved while introducing a refreshed identity that feels confident, contemporary, and shelf-dominant.