Felicetti

Only Italian wheat and mountain water for the pasta, only paper for the packaging.
At a time when quality and sustainability are the two key elements in consumer choice, the new 100% recyclable paper packaging created for Felicetti represents both the most natural solution and a revolutionary choice. A perfect expression and synthesis of a desire to achieve excellence and a focus on ante-litteram sustainability, that have always resided in the brand’s DNA

The rebranding project aims to create memorability and to crystallise all the elements of distinctiveness and identity of the pasta factory from Trentino in a visual story: the Dolomites, a UNESCO World Heritage Site, the place of origin and production of the pasta, the source of the purest water and 100% Italian durum wheat semolina. The reorganisation of the product architecture favours perfect browsing and a simple choice of the product.

In addition to the design, the new packaging takes a brave step forward in terms of sustainability, opting for 100% paper packaging, as certified by the mark on the pack. Compared to classic pasta packaging, it is made from just one material, making it completely recyclable and a resource for subsequent uses. Made with biodegradable and compostable materials, it respects the environment. It is breathable and therefore protects the food while preserving the organoleptic properties of Felicetti pasta, which finds the ideal environment in this packaging to preserve the taste and fragrance of the freshly drawn product.
The new packaging system is a manifesto, a declaration of a vocation and commitment that has always animated every aspect of the Trentino pasta factory’s work.

The first pasta with 100% recyclable paper packaging