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The Challenge

The mission was to rejuvenate the RAGU brand, making it resonate with contemporary tastes through innovative flavours, redesigned packaging, and a fresh format.

The Result

By associating each sauce flavour with a distinct New York borough, a narrative of authenticity and provenance was woven into the brand, enhancing its modern appeal and deepening the connection with its origins. The introduction of a larger packaging format allowed for distinctive presentation of each flavour, using unique typography as a differentiator, all while maintaining the iconic red and black colour palette to honour RAGU’s rich heritage.

ClientRAGUAgencyChilliRoleBranding, Packaging DesignShare