Taste Republic introduces new packaging, brand refresh for its premium, gluten-free pastas
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MADISON, Wisconsin – Taste Republic has launched a new look that better communicates its commitment to crafting fresh and frozen gluten-free pastas that deliver restaurant-quality taste and texture.
Redesigned packaging anchors the brand refresh, with a refined wordmark that’s distinct and memorable, making it easy for shoppers to find Taste Republic (tasterepublic.com) while perusing the refrigerated and frozen sections of their favorite retailers and grocery stores. Wrapped in Taste Republic’s signature teal and bold callouts, the pasta is front and center on the new packaging to showcase its quality.
“We’ve continued to grow and knew it was time to give our brand a facelift, so the packaging looks as good as our pastas taste,” said Steve Ciurczak, co-founder and vice president of sales for Taste Republic and its parent company, Tribe 9 Foods. “We wanted a strong shelf presence that communicates not only our commitment to quality but Taste Republic’s personality.”
Consumers will notice the new look in-store and online, as Taste Republic unveils a redesigned website and creative direction. Focused on redefining what consumers should expect when it comes to taste and texture, the premium pasta brand is leaning into its rebellious spirit that’s anchored in doing things differently for the right reasons.
“At our core, we want consumers to have a go-to pasta option that everyone at the table can enjoy,” Ciurczak said. “Yes, our pastas are all certified gluten free, but that’s just one benefit. Our focus is on creating premium pastas made with the best ingredients – all while introducing new flavors that garner interest and excitement.”
Customer input dictated the brand refresh at every step. The overwhelming message was to make their pasta easy to find and showcase that Taste Republic’s pasta is a premium option that’s going to taste as good as it looks.
In testing, the new packaging scored in the top 10% for purchase preference, based on research from Designalytics – a leading market research provider focused on product packaging.
“Every decision we make is based on what our customers tell us, whether it’s new flavors in our filled pastas or how we show up in the world,” Ciurczak said. “That’s why we listened to them every step of the way as we worked through evolving the Taste Republic look."
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