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Mado Pasta – Crafting a Distinctive Serbian Brand for Modern Families

Mado Pasta – Crafting a Brand for Modern Families

Project type

Brand identity development

Our role

Logo, website & packaging

Industry

Food

Link to the website

Coming soon!

Introduction

Mado Pasta, a Serbian brand, sought to carve a niche in the market by offering homemade pasta in vibrant colors made from natural ingredients, without any artificial additives. To achieve this, they needed a clear brand strategy, a distinctive visual identity, and effective communication with their target audience.

Challenge

Mado Pasta faced the challenge of establishing itself as a distinctive Serbian brand in a competitive market. With a focus on families with small children, who often resist eating vegetables, the brand needed to communicate the unique value of its pasta, which is naturally colored with vegetables and requires minimal preparation. The primary goal was to create a brand strategy that would clearly define how to communicate with the target audience and develop a visual identity that would set the brand apart from the competition.

Milos Tonšić

Mado pasta – Owner

Mado Pasta faced the challenge of establishing itself as a distinctive Serbian brand in a competitive market. With a focus on families with small children, who often resist eating vegetables, the brand needed to communicate the unique value of its pasta, which is naturally colored with vegetables and requires minimal preparation.

Milos Tonšić

Mado pasta – Owner

Mado Pasta faced the challenge of establishing itself as a distinctive Serbian brand in a competitive market. With a focus on families with small children, who often resist eating vegetables, the brand needed to communicate the unique value of its pasta, which is naturally colored with vegetables and requires minimal preparation.

Solution

1. Brand positioning, mission, and vision development

A workshop with the owners was conducted to define Mado Pasta’s brand positioning, mission, and vision. The goal was to establish Mado as a fun, vibrant, and health-conscious brand that provides families with an easy and nutritious meal option. The mission focused on delivering high-quality, homemade pasta that appeals to both children and parents, while the vision emphasized becoming a trusted household name for healthy, quick, and delicious meals.

2. Visual identity creation

To reflect the brand’s positioning, a vibrant and playful visual identity was developed. The color palette featured bright, bold colors contrasted with black, symbolizing the natural yet exciting nature of the product. Fun stickers with engaging messages were created to add a playful touch, resonating with both children and their parents. This visual approach was designed to make the product stand out on shelves and online, immediately conveying its unique selling points.

3. Packaging and website design

The packaging was designed to be visually striking and informative, highlighting the natural ingredients and quick preparation time. The website design was aligned with the visual identity, featuring the same vibrant colors and playful graphics. The user experience was crafted to be intuitive and family-friendly, with clear messaging that emphasized the convenience, health benefits, and fun aspects of Mado Pasta.

Results

  • Clear communication strategy:
    The brand now has a well-defined communication strategy that effectively targets families, particularly those with small children who are picky eaters. The messaging emphasizes the natural ingredients, quick preparation, and the fun, colorful nature of the pasta.
  • Distinctive visual identity:
    Mado Pasta’s visual identity successfully sets it apart from competitors, with vibrant packaging and a playful online presence that attracts attention and appeals to the target audience.
  • Increased brand recognition:
    The cohesive brand strategy and eye-catching design elements have significantly improved Mado Pasta’s visibility in the market, making it easier for consumers to recognize and choose the brand.


Conclusion

The brand strategy, visual identity, and communication framework developed for Mado Pasta have positioned the brand as a distinctive, health-conscious, and fun option for families. By staying true to its Serbian roots and focusing on natural ingredients, Mado Pasta is well on its way to becoming a favorite in households looking for quick, nutritious, and enjoyable meal options.

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