Riviana foods needed to revitalize their largest pasta brand, American Beauty, with an updated identity, packaging, and campaign. Unfortunately, most consumers don’t deeply consider their pasta choices. Our strategy was to shift from product benefits to elevate the brand to be more optimistic—what’s more American than that?
We updated the brand identity and packaging to be more modern and in line with consumer expectations. Then we created a cross-media campaign to speak directly to the often ludicrous nature of life and its complications.