As one of the largest producers of pasta in the world, Baroniá needs no introduction. On the same token, the market size of this signature Italian classic product is overwhelming. Hence, repositioning the iconic “Heros” product-concept of the company, which was no humble task. The real inspiration was working with such passionate individuals at Baroniá.

PACKLAB is a global Branded Packaging Design + Innovation company, with offices in London, UK, Helsinki, Finland and Lisbon, Portugal. The company is known as an award-winning intelligence hub, where science, art and technology are brought together to uncover new opportunities for brand differentiation and to bring outstanding return on investment for their Clients. PACKLAB's teams, highly specialised in brand, product and packaging design and development, continuously discover creative and commercially viable ways of using product & branded packaging as a strategic business tool, and as an avenue towards improving the holistic consuming experience.

We are specialists in branded packaging design and we strongly believe in holistic development which we like to call joined-up product thinking. Our approach to packaging design through graphics, structural packaging, NPD and corporate identity creates people centred brand experiences that produce measurable results.