• by Fern Siegel , November 7, 2023

Part of any meal is presentation. And part of any purchase is the allure of packaging.

Ronzoni pasta, founded in Queens, N.Y., in 1915, is updating its look, relaunching with a revamped brand design, site and logo.

St. Louis-based MarketPlace Branding is handling strategy and visual identity.

“With this rebrand, we aimed to respect Ronzoni’s 108-year heritage while evolving with the times — maintaining familiar elements but with a refreshed look and enhanced product imagery. We strive to maintain our loyal consumers, as well as garner the attention of new consumers who are experiencing Ronzoni for the first time,” Tricia Schuler, senior director of brand marketing, Ronzoni, told Agency Daily.

The brighter color palette and arched logo typography are meant to enhance shelf visibility, while positioning the brand as a more modern product.

The strategic rebrand will be heightened with a future “The Shapes of Ronzoni” marketing campaign launching across social, digital and retail.

The company says Ronzoni appeals to those who see it as a staple of nostalgia, as well as anyone who likes one of life’s simple pleasures. “With over 30 shapes, Ronzoni is pasta for all the shapes of life,” said Schuler.

However, fans of the company were hard hit in January, when Ronzoni announced its small, star-shaped Ronzoni pastina, a classic small pasta used in soups or eaten with Parmesan cheese as a comfort food, was being discontinued. Bon Appétitcalled pastina "2023’s devastating first food casualty."

Ronzoni generated sales of nearly $116 million in 2020, according to the Ebro Group, its former owner. The brand was acquired by 8^th Avenue Food & Provisions in 2021.