Prince Pasta is a century-old pasta brand who has seen their market tested in the last decade with the introduction of more ‘authentic’ brands, such as Barilla, in North America. In an effort to regain their prior positioning this package redesign seeks to position them as a traditional Italian pasta, while highlighting their history at the same time. This is achieved by using a kraft-paper look for the packages, lending it an artisinal feel. The redesigned Prince emblem acts as a quality seal at the same time.