BITE — Designing the Identity of Barilla’s Innovation Center

The first step was to define one of the core elements of the brand identity: the logo. We began with an exploratory phase, proposing 3 different design directions, each intended to embody the various facets that would characterize the new pavilion.

Following the client’s selection, we worked closely with them to refine and finalize the chosen proposal. The logo is composed of four color fields, each representing one of BITE’s core dimensions: Barilla, Innovation, Technology, and Experience. The custom letterforms were developed starting from the “B” of the Barilla logo, and the distinctive shapes derived from it became foundational elements for the development of the entire brand visual system.

Once the system foundations were defined, the next step was to design all the physical applications necessary to express the brand’s essence and facilitate the use of the space. Our intention was to intervene as subtly as possible, integrating the design solutions with the existing furniture, lighting, and architectural features of the pavilion, while focusing on conveying a coherent and clean identity. Guided by these principles, we designed wayfinding signage, room and phone booth signage, 3D typographic elements for space identification, window graphics for the Design Thinking area, and finally, three-dimensional versions of the logo, placed at the pavilion entrance and externally on the 4-meter-high totem.

Beyond the functional layer, we focused on “placemaking” through deep immersive storytelling. In close collaboration with the client, we conceived two large-scale walls designed to engage visitors and contextualize the work being done within the hub.

The first installation transforms the entrance corridor into a visual manifesto dedicated to BITE’s founding pillars: Innovation, Technology, and Experience. We visualized these concepts as three distinct, floating “islands,” utilizing a mixed-media approach that layers scientific schematics and technical graphics with organic photography and illustration. This complex visual syntax was designed to prime the visitor’s mindset, defining the specific identity and multidisciplinary nature of the space they are about to enter.

The second installation, anchoring the center’s main entrance, is a monumental historical timeline. Far from a simple list of dates, this narrative wall was curated to trace the arc of Barilla’s evolution. We meticulously selected milestones that highlight the company’s legacy of breakthroughs—from early industrial advancements to modern sustainable practices. By visually connecting these past achievements to current goals, the wall offers a clear and immediate narrative: that BITE is not just a new hub, but the natural, evolutionary next step in a long history of pioneering food culture.