Severino Pasta
Specialty Pasta Manufacturer
Background
Severino Pasta Company had long been known as a local, family-run business, but in recent years had greatly expanded its base to become a well-known name in the Philadelphia area. Wanting to move beyond their small town image, Severino Pasta Company teamed with [whitepenny] in order to begin the process of repositioning their brand identity.
Approach
The initial discovery process led to some very interesting findings, namely the fact that the company had something unique inherently tied to its identity: authenticity. Named for the parents of the current owners, Severino's (as it's called) brings a 35 year-old tradition of making speciality pasta products. The second generation of Severinos now carry on this tradition, and it was clear that an integral part of updating the Severino brand was going to be paying respect to the history that has made the company what it is today.
From identifying and infusing this legacy message into all of the company's customer touchpoints, [whitepenny] helped prepare Severino's to be a competitor in a much larger arena. All collateral was reworked, including literature, menus, and bags, each serving as an extension of the message that this company was looking to deliver. A fundamental piece of the brand strategy was the decision to incorporate a photo of the Severino parents into all of the company's packaging. New sauce containers, pasta sleeves, and ravioli labels were brought to market, each helping further tell the "Severino story." This uniting of tradition with a more contemporary aesthetic has helped Severino Pasta Company not only change the image of their business, but it has also helped them greatly expand their reach. In the past few years, the company has formed a relationship with Whole Foods, and their specialty products are now featured across the country. The brand has been so well received that Whole Foods has set up "mini Severino markets" in selected stores that feature the full-range of the company's products.
