Pasta Italia - strategy
How to distinguish a food court brand?
Pasta Italia is a catering concept located in food courts in shopping centres, e.g. in Galeria Posnania. The offer includes more than a dozen types of pasta, salads and desserts prepared on the spot, in a few minutes.
The brand focuses on quality: it imports Italian pasta, uses Italian cheese, Parma ham, fresh salmon fillets, grey prawns, wholemeal pasta and prepares the sauces according to Italian recipes.
Challenge
- How to advertise a new, fresh food concept that aims to bring restaurant quality to the food court in shopping centres?
- How to make the visual language of the brand more consistent online and on-site?
- How to increase the amount of the average receipt and the number of products ordered by one customer?
Solution proposal
- We created a brand strategy for Pasta Italia based on the fast restaurant concept – a place where you can get a fresh meal made from the highest quality ingredients in just a few minutes.
- We created personas along with their purchase paths, which allowed us to design online and on-site brand communication.
- We developed a visual brand language and the “We’re into freshness” [Kręci nas świeżość] slogan, which adequately present the company values and goals included in the strategy.
Results
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Promotional campaigns and up-sells
We developed a plan for special sets and promotional campaign dynamics for different periods of the week and broken down by time of day based on the brand strategy, target groups and their expectations.
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Visual communication plan
Based on the visual moodboards developed in the brand strategy, we prepared a visual brand identity book and guidelines for photo shoots and videos.
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Web design and introduction
We translated the brand’s story into a website in a way consistent with the strategy using graphics and text.
