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Bel Gusto Rebranding Project

Olha Takhtarova's rebranding of Bel Gusto, a Ukrainian pasta brand, introduces a fresh and innovative approach to packaging design. Inspired by the idea of a postal parcel from Italy, the new packaging incorporates elements such as postage stamps, hand-drawn illustrations, and kraft paper imitation, creating a unique and memorable visual identity. The rebranding aims to align the brand with current market requirements and strengthen its position in the industry.

The packaging design utilizes PET film, CMYK and PANTONE colors, and selective varnish to achieve a high-quality, visually striking appearance. The inclusion of a viewing window allows consumers to see the product inside, enhancing transparency and confidence in the quality of the pasta. Additionally, the use of hand-drawn historical illustrations of Italian landmarks adds a touch of authenticity and storytelling to the brand image.

The rebranding project, which commenced in September 2019 and concluded in May 2020, involved meticulous research and attention to detail. The color scheme, inspired by natural materials and carefully selected for product differentiation, reflects current trends while maintaining consistency across the product line. The use of a calligraphic font and capitalization enhances the premium value of the brand, contributing to its overall appeal.

Recognizing the significance of visual renewal in expanding the brand's audience, Olha Takhtarova's rebranding of Bel Gusto successfully combines tradition, history, and innovation. The theme of postage, expressed through distinctive design elements and material textures, sets the brand apart from competitors and creates a compelling visual narrative for consumers. The contrasting color differentiation of the product line further enhances the brand's visibility and consumer appeal.

Olha Takhtarova is an accomplished designer with a passion for creating impactful and visually compelling designs. With a career spanning over a decade, she has established herself as a leading figure in the design industry, delivering outstanding projects for clients across various countries. Her commitment to continuous improvement and dedication to her craft have earned her prestigious accolades, including the Silver A' Design Award for the Bel Gusto rebranding project in 2021.

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