A historic brand in the Italian food market, Buitoni choose to innovate its offer by introducing a series of ready dishes based on noodles from the Asian tradition.

Strategical positioning and development of the brand image to communicate an uncommon and innovative product.

In order to communicate such an exotic product as noodles, not part of the Italian cookery tradition, the packaging treatment emphasized brilliant and appealing colors to express the appetizing side of the product. Chopsticks presence in the visual provides a strong ethnic connotation balanced by the reassuring presence of the mother brand as a guarantee of quality.