Guerrini Design Island was challenged with creating a name and global design system for an upcoming pasta brand by Los Molinos Cooperative.
The research unveiled the genuineness and simplicity of the people of the cooperative as the core values of the brand. The pasta reflected those values with its superior features when cooked: it doubles its size, it doesn’t cloud the water where it’s cooked, and the authentic Italian recipe is delicious even without seasoning.
The name created by Guerrini Design Island was “Mulini” (“Mill” in Italian). The intense exploration work around common graphic elements in pasta brands and strategic differentiators of Los Molinos Cooperative led to the fork and wheat as the key icons of the brand. It belongs to the history of Los Molinos Cooperative and it’s an acknowledged symbol for taste and pleasure and an invitation to share.
Guerrini Design Island also designed the packaging of Mulini. On the front, a window lets consumers see the product as an anticipation of the end result.
The result was a successful brand launch of Mulini, leading the premium pasta niche in Argentina, space previously occupied only by foreign brands.