Attimo
Balancing familiarity and innovation to bring instant Italian pasta to life.
The Challenge
Attimo was built on a compelling product insight: an instant pasta concept that felt 80% familiar and 20% new. The challenge wasn’t the product itself — it was helping consumers instantly understand it.
The packaging format was new to this category, which meant Attimo needed to communicate clarity, credibility, and authenticity at a glance. While the team had a strong sense of what they wanted to achieve, translating that vision into a coherent, shelf-ready design proved difficult. Previous attempts hadn’t quite landed, and the brand needed a design partner who could bring everything together, quickly and confidently.
Packaging that didn’t just stand out on shelf, it helped secure retail listings.
Working closely with the Attimo team as a true design partner, balancing speed with strategic thinking. Our role was not just to execute, but to know when to listen and when to challenge, helping refine the brand vision while staying true to the core idea.
Authenticity was a non-negotiable. Every design decision focused on creating a pack that felt genuinely Italian, while remaining accessible and intuitive for shoppers encountering the product for the first time. The goal was simple: make Attimo instantly understandable, distinctive, and credible on shelf.
Designed to feel unmistakably Italian, even before consumers knew that was the goal.
The final packaging delivered a confident, authentic presence that stood out in a crowded category. Since launch, Attimo has received consistent positive feedback on the packaging, with consumers independently calling out the authenticity — without being prompted or told it was a key objective.
Most importantly, the packaging design has played a meaningful role in securing retail listings, helping Attimo move from concept to commercial reality.
Attimo is currently ranged in all South Island New World and Four Square stores with expansion into new markets on the horizon.
Client Feedback
“The product looks great and we get constant feedback on the packaging. Authenticity was really important to us, and it’s been great hearing consumers call that out on their own.”
When asked what they’d say to others considering working with us:
Preflight is a great company to work with. Soraya consistently delivers world-class work with impressive turnaround times. She’s reliable, responsive, and professional. Highly recommend.