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Ready, steady,
pasta!

A guate Nudel, Tyrolean roots and a touch of nostalgia – now fresh on the shelf.

Collage from the Recheis archive: historic ads, packaging and photos

Brand challenge

What could be finer than a hot, steaming plate of pasta?

Recheis has been making pasta in Tyrol since 1889.

The appetite for a good pasta dish has to start at the shelf. But does nostalgia bring freshness – and is Gen Z even into it?

A plate of spaghetti with bacon on a wooden table in front of snowy mountains, next to a pack of Recheis Spaghetti N°5AI-generated
Recheis Hörnchen with melted cheese in the pan, a fork pulling strings of cheese, the pack behindAI-generated
AI-generated

Brand idea

Making a lovely moment even lovelier.

Based on BrandTrust’s strategy, IDEENHAUS translates Tyrolean origin and nostalgia into a young, clear shelf presence: with strong colours, retro codes and the silhouette of the Hafelekar.

The design links semiotically to bygone days without copying old packaging. We bring the mountains out of the valley and serve up a fresh retro code.

Four Recheis packs against a purple wall: Spaghetti N°5, Spiralen, Hörnchen and Fleckerl, with a hand reaching for the Spiralen
Key visual Spiralen: the Recheis logo above the Hafelekar silhouette, rays in green
Key visual Fleckerl: the Recheis logo above the Hafelekar silhouette, rays in pink
Key visual Spaghetti: the Recheis logo above the Hafelekar silhouette, rays in purple
Key visual Hörnchen: the Recheis logo above the Hafelekar silhouette, rays in orange

Result & impact

Four varieties. One guate appearance.

Fleckerl and Hörnchen bring two Austrian classics into the durum wheat segment. Spiralen and Spaghetti complete the line.

All four varieties are Austrian through and through! Austrian durum wheat semolina and mountain water from the Karwendel are the main players. Now available in Austrian food retail and, of course, certified vegan.

  • Strategy translation
  • Semiotics
  • Colour concept
  • Packaging design
  • Shelf presence
The four varieties side by side: Spiralen, Fleckerl, Spaghetti N°5 and Hörnchen
Recheis Fleckerl next to a dish of baked SchinkenfleckerlAI-generated
Ralf Brendjes
„Tradition alone doesn’t sell a new pack. Recheis didn’t have to get younger – the brand had to show why its history still belongs on the plate today.“

Ralf Brendjes

Packaging, Corporate Design & Finishing, IDEENHAUS

Key facts

4

varieties in stores

A younger target group

Certified vegan

Contact

Your brand has history, but nobody notices on the shelf?
Let’s talk.

Key takeaways

  • Nostalgia needs a fresh twist.

  • Origin becomes a brand principle.

  • A range needs a clear stage.

Sabine KropfManaging Director

Sabine Kropf
Maximilian Kratzer

Maximilian KratzerHead of Growth

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Nuremberg and Munich