Food packs usually follow some implicit codes for colors and shapes, hoping to obtain a certain shelf impact. Williams Murray Hamm designed this “breaking rules” series of product for Barilla: Alixir is an empowering product to preserve the health of your body (the whole line is available on the website www.alixir.it).
The color chosen is black, completely out of the codes for a product like this, but much more in line with the cosmetic world. Another great novelty is the disappeareance of the product itself, in favour of a simbolic element that speaks about the benefits it reaches.
Is it too much for a conservative market like the Italian one? The product is really new, so we will post about it again in the future to let you know how the project is working!
