Rana Kit Para Cocinar

The Giovanni Rana fresh pasta factory was born as an artisan, Italian small shop of fresh pasta in the after war. The great intuition that transformed the company from a small reality into a large company was to produce fresh pasta for mass consumption. It was the 60s and the first to be produced and distributed were the famous tortellini – today, thanks to continuous research, creativity and respect for quality, the company can boast a portfolio of over 1000 different references including a range of fresh sauces that follows the same principles of Pasta.

The objective of this project was to develop new packaging layouts for the Rana ready meals range in Spain. The challenge was to modernize the current design without losing the artisanal, handcrafted feel that defines the brand. At the same time, the packaging needed to achieve greater shelf visibility and distinctiveness, ensuring the product stands out to consumers. Another key goal was to clarify the communication of the layout, improving the presentation of key messages, imagery, and product information. Finally, the design had to be versatile and adaptable, allowing it to accommodate various future ready meal segments, from basic Italian recipes to innovative fusion dishes.

The proposed solution focuses on creating an immersive and vibrant packaging design that invites the consumer to envision the meal as if it were ready to be enjoyed. The product is presented as a point-of-view snapshot of a beautifully arranged dish on a colorful and lively table, conveying freshness and approachability. Each product variant is defined by unique color combinations that reflect the character of the recipe, while distinctive props help differentiate ranges. Chopsticks and an embroidered napkin evoke the fusion recipes, while a fork and a checkered napkin highlight the classic Italian dishes. These details emphasize the personality of each range while maintaining a unified and modern look. The design prioritizes functionality and clarity. One side of the packaging offers straightforward cooking instructions, while another showcases the key ingredients—pasta, sauce, and toppings—illustrating how they come together to create a simple and delicious meal. This approach ensures the packaging is visually engaging, clear, and adaptable for future expansions.