Pagani is a top 10 Italian pasta player globally and they are the number two European player in the Corporate B2B market. Pagani’s focus is creating tailored products for companies that either use them as an ingredient or sell them under a private label.

We admit it, at the beginning we’ve found the combination “B2B pasta” a little hard to get our heads around. Most of our immediate associations with Pasta brands were heavily consumer oriented. Indeed, when we visited the client at Europe’s largest food exhibition, we saw that the entire category was consumer oriented and, sadly, riddled with consumer clichés: Italian mamas, papas, smiling girls carrying bails of wheat in fields, you know the kind.

With a recent management overhaul, led by seasoned turn-around guru Peter Assembergs the company was facing a unique challenge. Pagani’s name is well known and recognised in the industry, but in an increasingly commoditised category and with a global crisis of rising prices of durum wheat, the challenge was demonstrating a real difference that highlights the company’s dedication to B2B manufacturing.

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Premium ambient juice? Not such an Oxymoron as Morison’s and Asda have proved. Brandinstinct was hired by Cracker Juices to create the brand strategy, identity and package design for their new range of premium ambient fruit juices.

Cracker spotted a major opportunity in an often scorned category. Ambient juices don’t need to be less healthy than chilled juices as both go through the same pasteurisation process. However, traditionally, big players in the ambient category have been selling commodity priced, heavily diluted products, with little natural juice, adding preservatives, artificial colours and other “nasties”. Cracker Juices decided to create a new category of premium ambient juices. This category provides a much needed solution for families who are becoming increasingly health conscious but still need to stock up on juice for practicality
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