Attimo was built on a compelling product insight: an instant pasta concept that felt 80% familiar and 20% new. The challenge wasn’t the product itself, it was helping consumers instantly understand it.

This packaging format was new to this category, which meant Attimo needed to communicate clarity, credibility, and authenticity at a glance. While the team had a strong sense of what they wanted to achieve, translating that vision into a coherent, shelf-ready design proved difficult. I partnered with the team at Inna brands and Authenticity was a non-negotiable.

Every design decision focused on creating a pack that felt genuinely Italian, while remaining accessible and intuitive for shoppers encountering the product for the first time. The goal was simple: to make Attimo instantly understandable, distinctive, and credible on shelf.

The final packaging delivered a confident, authentic presence that stood out in a crowded category. Since launch, Attimo has been flying off shelves with expansion into new markets and future product development next on the radar.

Designer : Preflight Creative

Location : Christchurch, New Zealand

Project : Attimo Italian Pasta in an Instant

Client : Inna Brands