Pasta For Everybody

JOVIAL FOODS

Pasta is a comfort food, but many can’t enjoy it because of food sensitivities. Design Womb partnered with Jovial Foods for the launch of their new line extension of grain free cassava pastas, which allow nearly everyone to revel in the sweet sweet joy of traditional Italian pasta.

We developed a new brand voice for the household favorite, centered around the brand strategy of pasta for everybody. Our visual design system and packaging design stands out from competitors, but remains cohesive with Jovial's already popular pantry products, food packaging, and established retail shelf space. The new design evokes simple joy and celebration, and the kind of comfort that only a big, delicious bowl of pasta can provide.

SERVICES

BRAND VOICE & POSITIONING
KEY MESSAGING
BRAND LINE EXTENSION
FOOD PACKAGING DESIGN
ON-PACK PHOTOGRAPHY
ART DIRECTION

On the packaging design we introduced a playful custom shaped die-cut window and carried over Jovial's sky blue, which is paired with simple dramatic food photography to capture the texture and showcase the deliciousness of the pasta in each and every bite. Copywriting and brand voice emphasize celebrating pasta for everybody, reinforces taste, and the strategy positions the product as not just good gluten and grain free pasta, but good pasta, period.

The box is made from recycled materials, and the window is compostable. The brand takes their commitment to using the most sustainable packaging available as serious as their commitment to delivering only the best pastas and consumer packaged goods to the world.

Jovial foods pasta packaging cassava line extension9

Jovial foods pasta packaging cassava line extension10

Jovial foods pasta packaging cassava line extension11

Popular Food Packaging

Jovial's line extension was promptly picked up by Whole Foods Market to be sold nationwide at launch, and you can find the pastas on an ever-growing list of popular retail outlets including Safeway, Thrive Market, and Amazon.com.

The pasta and packaging design was organically featured on goop.com and eatingwell.com quickly after launch, and the brand's new "instagramable" packaging was well and widely received across social media. You will often spot the cassava packaging in the kitchens of popular food bloggers cooking delicious pasta dishes, and in the hands of social media influencers alike.