Dolmio has launched a refreshed packaging design for its Bolognese sauce range. The redesign, executed by UK-based agency Elmwood and tailored for the Australian market by Marks, part of the SGS & Co Group, aims to make the product more visually engaging and easier to find on shelves.
The brief for the redesign was to modernise the brand’s visual identity, making it more flexible and appealing to younger millennial and Gen Z consumers. According to Dolmio, market research found that consumers are increasingly experimental with their cooking, moving beyond traditional Italian flavours.
The new packaging features a vibrant design with elements inspired by Italian colours, but with a modern twist. The logo has been updated with an exclamation mark and green labels to make it stand out in the pasta sauce aisle. The messaging focuses on the enjoyment of cooking and the versatility of Bolognese sauce, inviting consumers to embrace their own unique culinary styles.
The glass jars used for Dolmio’s Bolognese sauce remain recyclable, maintaining the sustainability aspect of the previous packaging design.
Jane Horder, foresight manager at Mars Food & Nutrition, commented, “The top two priorities for Aussies planning mid-week dinners are something that takes minimal effort and is budget friendly. Spag Bol ticks both boxes, so it’s no wonder it’s Australia’s number one meal.”
To celebrate the new look, Dolmio has teamed up with Australian chef Tom Walton, who created an Australian-inspired twist on the classic Spaghetti Bolognese. Walton incorporated local ingredients like beetroot and barbeque sauce, and also developed a Bolognese pizza recipe to use up leftovers, providing a clever solution for reducing food waste.
The redesigned Dolmio jars are now available across stores nationwide.
