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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?

The Recheis design elements: the logo, “immer scho guat”, colour fields with rays, the Hafelekar silhouette and the four pasta shapes
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
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, nostalgia 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 nostalgia on a plate.

Four Recheis packs against a purple wall: Spaghetti N°5, Spiralen, Hörnchen and Fleckerl, with a hand reaching for the Spiralen© Recheis
Key visual in green: the Recheis logo with “Original Tyroler Teigwaren” and “immer scho guat” above the Hafelekar silhouette
Key visual in pink: the Recheis logo with “Original Tyroler Teigwaren” and “immer scho guat” above the Hafelekar silhouette
Key visual in purple: the Recheis logo with “Original Tyroler Teigwaren” and “immer scho guat” above the Hafelekar silhouette
Key visual in orange: the Recheis logo with “Original Tyroler Teigwaren” and “immer scho guat” above the Hafelekar silhouette

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
A Spirale against green rays
A Fleckerl against pink rays
A bundle of spaghetti against purple rays
A Hörnchen against orange rays
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