The RobilantAssociati brand advisory & strategic design agency has developed an updated identity for Barilla‘s Mulino Bianco brand, which is a friend of the Italian families. The dream it has been interpreting over the years is that of presenting stories that are close to its consumers, endowed with a poetic component that draws one in and is aspirational, but at the same time credible and therefore now authentic.

This is a universe rich in meaning, with a heritage of values that is so broad and entrenched that there was no need to invent new stories, but merely to find new ways to tell them to consumers who are certainly more sophisticated but have the same need for imagination. This is why the project borrows from the brand’s rich heritage of meanings and images to provide renewed vigour to a poetic that is still strongly appealing and to a vision that is still highly topical: the new Mulino Bianco family.

The project reinforces the role of the official storyteller of the brand, transforming the products into little yet marvellous stories from a single great book: the Valle del Mulino.

Mulino Bianco is the undisputed leader in its sector, both in terms of products and in terms of advertising, but also for this reason the most imitated. It was necessary to modify the image in order to enable the brand to take a further step forward with respect to its numerous followers, at the same time bringing order to the varied range submitted to a restyling (biscuits, snacks and cakes).

The design aims to promote to best effect the brand’s proprietory elements, those that are most defendable and hard to imitate. Under the aegis of the brand, every package has its own storytelling.The phrase “This story begins with…” introduces us into the heart of the project: the narrative begins. The product is the absolute protagonist, including in the photographic style. The illustrations represent a component that helps differentiate between products.

The back of the packaging represents an important part of the project. Confirming its vocation for the association of goodness and well being, the brand profits from this space to publicise the rules of a healthy breakfast, transforming its knowledge into dietary culture to be shared with all. A list of rules for starting the day properly, a reference to the website and, to finish with, an always different proposal for a balanced breakfast.