Stabburet, the Norwegian food business is launching a new range of frozen pasta meals under its popular Originale brand name. The launch extends the existing Originale range of frozen pizzas and includes Originale Tagliatelle Bolognese, Originale Tagliatelle Prosciutto, Originale Penne Mozzarella and Originale Penne Pikante. International design agency LFH has created the category-busting design to encourage a new generation into the ready meal market.

LFH has created a design which communicates that the product is really something special with ingredients which are freshly cooked and frozen to retain the goodness and flavour unlike other ready meals. The agency has updated the brand mark, to maintain continuity across the range whilst giving a distinctive personality for the pasta range. Speech bubbles containing the phrase “You will not believe it until you have tasted it!” and “Mmmmm!” strengthen the flavour message.

The side of pack also includes a recipe so that the consumer can replicate the dish at home, Stabburet want complete transparency on the product and to demonstrate the goodness Recipe ideas have been included to show consumers how quick and easy it is to make the dish if you wanted to make it for yourself or friends.

Steve Irvine, LFH’s Creative Director says, “Italian food is all about the flavour, and that’s what we’ve conveyed in the design. The overall look and feel for the brand conveys the idea of tasty, delicious food. Photography has been used to full effect to communicate to consumers the deliciousness of the meal. The design is focused around the bowl of pasta with a panel running through the middle to communicate the key messages. We have used a bold colour palette of purple, green, orange and dark read to distinguish each variant and to bring out the freshness in the photography.”