Client Classico CA
Years 2023
Agency Jones Knowles Ritchie
‍

FOR YOUR HOMEMADE DISH

Classico creates pasta sauce with time-honored recipes for a just-like-homemade taste. Inspired by unique culinary traditions and local ingredients from Italy, their product line comprises several units represented under one brand.

The client wanted to explore packaging updates to make the Canadian design the standout leader on shelves, as more boutique, high-end competitors were attracting attention. With that in mind, the client wanted to stay close to the existing layout to ensure a loyal customer base could find the product in store.

I joined the team at JKR after an extensive initial round of exploration led to a re-brief. I began with a wide exploration ranging from concepts that modernized the current packaging to full redesigns using existing product colors. The first exploration focused on one unit: the Tomato & Basil pasta sauce.

The team narrowed the designs to a handful to share with the client. Then they chose five designs to bring to a first round of testing, which we expanded across two additional units: Four Cheese and Alfredo sauces.

Coming out of that initial round of testing, the client wanted a strong, central image that carried across all designs. They wanted something unique to Classico that was immediately recognizable. They selected three designs for a final round of testing, but they needed to extend across several SKUs. The following are two concepts the client selected. I illustrated and arranged the ingredients for the eight units across both concepts.