B&W’s New Brand for Marco Blends Past(a) & Present

Looking to infuse their classic identity with some fresh, youthful energy, Italian food company Marco turned to Ben Xu and Wei Hou from Shanghai-based studio B&W Graphic Lab. The creative duo combined traditional elements with a modern twist, giving the brand a new look that honors its heritage while appealing to a new generation of pasta lovers.

The revamped design is all about thoughtful details. The typography is sleek and straightforward, creating a refined contrast with subtle, playful tweaks that are sprinkled throughout to give it a playful, youthful spirit. The clever use of auxiliary graphics and iconic “M” elements not only strengthen the brand identity but also makes it feel versatile and layered.

On the packaging front, the star here is the vibrant illustrations and carefully chosen color palettes. These aren’t just about looks though, they’re also functional, helping consumers easily differentiate between various types of pasta.

To discover more of B&W Graphic Lab’s unique approach to design, check out their work on Instagram and Behance.

More packaging design via Behance