The UK’s Klein Caporn line of pasta sauces underwent a refresh to better reflect its support of the “Slow Food” movement, which promotes traditional, small scale sustainable agriculture. The redesign, including a refinement of the brand’s tortoise and hare identity, also promotes shoppability by creating a clearer hierarchy for the logo, and the brand and variety names. A black background, understated lowercase lettering and new fork and spoon icons further improve legibility and stand-out.

February 2010

Pentagram UK,
Domenic Lippa, partner-in-charge
Beatrice Blumenthal, designer