A brand that has been at the heart of Italian cooking in UK homes for decades, Dolmio was looking to maintain and grow its market-leading position. The team came to us looking for help to embark on a major brand refresh, involving new product development, comms, and design to shake up the Italian pasta sauce market. With great tasting ingredients, this trusted market icon has held a prominent position for almost 30 years. Not satisfied with this success, Dolmio was looking to offer something new to the pasta sauce category and attract a younger consumer group alongside their traditional family-based audience. In a saturated pasta sauce market, we identified an opportunity to do something completely different for Dolmio, celebrating how people create delicious meals the way they enjoy them, however they enjoy them! Dolmio’s new brand identity taps into a desire for freedom and fun, modernising the brand to entice a younger demographic. Shifting the focus from provenance to delicious and eclectic taste, we updated Dolmio’s word mark with an eye-catching and epic quality that captures the joy we get and the freedom we feel from creating big-hearted meals. This is personified by the exclamation mark, an epic celebration that’s big and bold, full of generosity and warmth. The exclamation mark’s red dot has become central to the shape language, acting as a lens into the world of Dolmio. The final result is an exciting and revitalised visual identity that future-proofs Dolmio as the market leader in the category and translates the brand’s focus in delivering great tasting ingredients and celebrating consumers creating delicious meals, however they enjoy them.