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Greenville, SC

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muellers

Mueller's

Rebranding/Packaging

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Overview

This project was based on a product that I found in a typical grocery store that I wanted to repackage. I decided on pasta simply due to the fact that almost all pasta packaging is pretty bland. They are usually made out of a thin cardboard box and frequently have a small section where you can see through to the pasta.

Rebranding

I decided to rebrand Mueller’s itself. It will be called +Mueller’s (pronounced “plus Mueller’s”). I want to bring a new name to Mueller’s. Typically when creating a dish with pasta, you go through your grocery list for the necessities. Let’s say it’s spaghetti for dinner. Pasta sauce, meatballs, parmesan cheese, seasoning, oh and pasta of course. I don’t want people to say, “spaghetti” or “alfredo” or “bowtie” anymore.  Drop the “and” and add a “+Mueller’s.” It doesn’t matter what type of pasta you’re getting, it’s +Mueller’s.

Repackaging

The packaging has been completely redesigned. It will stand out from all the other pasta packaging that is already on the shelves. All +Mueller's noodles will be in the same styled box. A completely clear, 100% see-through plastic box. You will be able to see the product in its entirety. Each box will have a vellum/semi-transparent paper wrapping around both directions of the box. The paper will be slightly thinner in size than the width of the box to create a “plus” shape where the wrapping intersects. It is a simplistic design that lets the product speak for itself.

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