Zeta Gluten Free

Background
Zeta is the leading brand in the Italian and Mediterranean food category in Sweden. Founded by Fernando Di Luca in the 1970s, Zeta has steadily influenced and changed the Swedish food culture one product at a time. With a wide range of pasta it was time to expand into the gluten free category. The vision was clear: Great pasta for everyone, whether it’s with or without gluten.

Positioning/Strategy
Silver’s mission was to create a distinct design for the new range that was relevant for the category but at the same time added a new freshness to the somewhat uninspiring world of gluten free products.

Visual Concept
The result is a visually strong and coherent design built to harmonize with the strongest brand asset, the classic logotype. A clear dark ribbon to emphasize ”gluten free” in contrast to an airy light background, combined with a bold shield with timeless strong typography. All set in a distinct blue colour palette, inspired by Italy and the Mediterranean Sea, with warm gold details. Topping it off with hand drawn illustrations of fresh pasta.