Buitoni partnered with Owen Jones to evolve its brand and packaging system as part of a broader business transformation, elevating the brand’s sophistication while preserving centuries of equity and heritage. Inspired by the Tuscan philosophy of la cucina povera, we repositioned Buitoni around quality, simplicity, and the communal spirit of Italian cooking.

Drawing from the brand’s rich history, from archival logos to the architecture of Casa Buitoni, we developed an identity and packaging system that balanced heritage with modern retail appeal. Through refined typography and messaging that emphasized both convenience and craftsmanship, the redesign positioned Buitoni for a new era of culinary excellence. The refreshed packaging system has since rolled out across major retailers nationwide, introducing Buitoni’s evolved brand to consumers at scale.

Creative Director: Laura B Stull
Designers: Laura B Stull, Meg Odell, Hanna Carter
Copywriter: Harry Maguire