My honors thesis explores the visual evolution of Italian branding and a branding project. By studying both luxury and non-luxury brands like Armani, Fiat, and Barilla, the project analyzes how their visual identities (logos, typography, packaging, advertising, and color palettes) have shifted across decades while remaining culturally authentic. From studying visual design, exploring how branding works, and researching how the “Made In Italy” label plays a role in developing an Italian brand, this information helps to shape the visual part of the project. 

The analytical findings are used to inform my design for the visual identity and packaging for a hypothetical pasta brand connected to my personal Italian heritage. The brand balances traditional craftsmanship and sense of place with modern values like sustainability and inclusivity. This project is important because it looks at how the “Made in Italy” label can be used in the design of a new brand. By creating my own pasta brand, it explores how traditional Italian branding elements can be used in a contemporary way, while still feeling authentic and relevant today.