Rebranding of Lazzaretti, a French artisanal pasta maker founded in Provence in 1936, moving its gluten-free range out of the clinical “free-from” aisle and into food and lifestyle territory.
The rebranding shifts the message from what the pasta lacks to what it adds: plant protein and colour. Its central idea is the edible canvas — legume pasta turns a beige plate into a starting point for cooking, so eating gluten-free reads as a creative choice rather than a restriction. A single bold typographic wordmark and a saturated palette led by bright orange make the brand stand out on shelf, while its artisanal tradition remains the guarantee of quality.