Big food companies are struggling to innovate.
They are losing market share as the way we eat changes, and they are looking to food startups for help.
By forging mutually-beneficial relationships between legacy food brands and startups, startups can leverage the expertise and knowledge capital of large food companies, big food brands can glean inspiration from the innovators of our time.
The Challenge
Design a program that helps solve the immediate challenges of an innovative, early-stage food startup in collaboration with Barilla’s expert team
Get food startups to apply for the program
CLIENT
Barilla Pasta’s venture arm, BLU1877
MY ROLE
Lead designer & project manager
KEY DELIVERABLES
Program outline, application & FAQ
Logo, website, social assets, press kit, video testimonies, launch party
Program Application & Website
GUIDING QUESTION
How might we create a program…
that is mutually beneficial to food startups and Barilla
provides enough structure that startups understand the value immediately
leaves room for customization and spontaneous innovation
GOOD FOOD MAKERS
The Good Food Makers Program is an 8-week customized program, with 1 week in-residency at Barilla HQ in Parma, Italy.
Startups will work directly with Barilla’s team of experts on challenges and goals that they set together. No cost or equity to participate.
Video Testimonies
I directed and produced the following videos with AstroCat creative behind the camera. Story concept, interviews, and production management were done by me.
Process
Food photography
Website wireframe
Graphics for social media and press
Video storyboards
IDEATION
Drawing inspiration from abundant summer produce and Barilla’s values that are rooted in mediterranean cooking, the Good Food Makers visual story is simple, fresh, and real.
DESIGN
As the sole designer and storyteller, I brought in a few outside contractors to make sure that we could deliver on time. I worked with AstroCat creative on the video production and Franco Boffi on the Good Food Makers logo. I created detailed mood and story boards in Figma and had multiple rounds of feedback before receiving the final deliverables.
COMMUNICATIONS & LAUNCH
While we were building the visual assets for the website and press kit I created and managed a detailed communications and launch timeline that included robust partner outreach, paid advertisements, and planning a 200 person launch party.
Throughout the process we had weekly calls with the Barilla team in Italy and had to ensure that they were onboard with all of the changes that were being made daily.
Key Achievements
100+ Applications
A sold out launch party at WeWork Food Labs and over 100 applications received in under 2 weeks
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