Catelli Pasta Introduces New Visual Identity

Catelli Pasta, the national leader in the health and wellness pasta segment, has debuted its new strategic brand positioning and visual identity: Made for the modern meal. The new positioning, developed with lg2, reaffirms Catelli as a Canadian pasta pioneer and a partner to families for 150 years. 

Catelli and lg2 worked together to create an entirely new framework for its product portfolio to help consumers clearly and quickly identify nutritious Catelli products on grocery store shelves.

lg2 has been Catelli’s partner for three years, working on all facets of the brand’s external communications, and its recent in-depth evaluation of Catelli’s portfolio helped determine the best solution for the brand to keep its edge and secure its position as market leader.

Modernising Catelli for today's families

As the brand sought to reposition pasta as an integral part of a complete meal while reflecting today’s nutritional challenges and realities, lg2 reorganised Catelli’s products into distinct families to better facilitate consumer understanding and shelf navigation. 

Select products were renamed to clarify their offer, whole grain pastas were grouped together and flavoured products were given a bold, colourful new look to make them stand out and increase their appeal. The Catelli logo was reworked to give it a more contemporary look while package design was refreshed to include more detailed nutritional and cooking information. With the copy style revised to be more inviting along with a reinvented colour palette, Catelli established a more cohesive personality across all product families, pack formats and types of pasta in their portfolio. 

The result is a functional, fashionable brand identity and optimised consumer experience. With Catelli’s new user-friendly packaging, customers can feel more confident than ever about their choices while the brand continues to inspire with recipes readily available online, serving a delicious experience consumers can make right at home.

“As Canada's number-one pasta brand, we are well aware that consumers’ shopping habits are changing. As a result, we needed to modernise our 150-year-old brand to stay relevant and attract new markets, without alienating our loyal consumers. This new direction has exceeded all our expectations.” - Alistair Senn, senior brand manager, Catelli​

“Our work with Catelli reflects a true client partnership. The brand redesign and updated positioning makes this legacy brand more appealing to a new generation of consumers while celebrating its 150-year partnership with Canadian families. From the refreshed logo and design to the revised copy style, lg2’s work successfully communicates an updated brand offering and a cohesive message that reflects the needs of modern families.” - Ryan Crouchman, partner, vice-president, executive creative director, branding and design, lg2