Ripi

Ripi’s brand strategy redefines frozen food as an advantage rather than a compromise. By emphasizing terms like “flash-frozen at peak freshness,” the brand highlights how its pasta retains the quality, texture, and flavor of Michelin-level craftsmanship. Brand messaging showcases the meticulous process—including kneading, mixing, braising, and stuffing—that happens behind the scenes, allowing customers to enjoy restaurant-worthy meals in minutes. Beyond product quality, Ripi’s positioning is rooted in the idea of at-home hospitality, bridging the gap between the indulgence of dining out and the convenience of cooking at home. To bring this vision to life, Ripi’s brand personality positions the brand as a chef who is your friend. Someone with expertise and passion paired with an approachable and entertaining attitude.

Ripi’s visual identity is bold and modern yet inviting and playful. The logo takes inspiration from the stuffed shape of ravioli itself—its soft, rounded letterforms mirroring the pillowy, hand-crafted texture of fresh pasta. This warmth extends to the brand icon, a simplified ravioli shape with delicate, crimped edges, reinforcing the brand’s signature product in a way that is both recognizable and ownable. Typography continues this visual theme inspired by product form. Bold, chunky letterforms for product names create a retro-modern aesthetic, paired with a clean sans-serif for clarity and legibility. In addition, illustration plays a key role in Ripi's brand language. Inspired by the hand-drawn sketches one might expect on restaurant menus, these elements add an organic, personal touch.

The brand color palette draws directly from the rich, indulgent recipes of Ripi’s pasta. Deep reds, golden orange, and rich burgundy evoke the vibrancy of crushed tomatoes, the warmth of roasted sweet potatoes, and the depth of slow-braised beef in a red wine jus. These tones, paired with a soft cream background, create a sense of warmth, richness, and approachability. This provides a neutral canvas for brand photography to shine. Imagery is vibrant and abundant—capturing sauces dripping, fillings spilling, and ravioli stacked high to visually express Ripi’s mission of “filling life with more of the good stuff.” Each image feels rich, indulgent, and energetic inviting customers to dive in and experience the flavors for themselves.

Ripi’s packaging is designed to stand out in the frozen aisle by balancing bold, eye-catching visuals and colors with premium cues that emphasize the brand’s key value proposition of its gourmet fillings. The front of the package is instantly recognizable. Large, mouthwatering macro ravioli imagery includes rich, indulgent fillings as garnish to clearly showcase what’s inside each bite. A banner framing this key imagery features ruffled edges inspired by the hand-cut shapes of fresh ravioli dough, tying the visual identity back to preparation of the product. Finally bold, oversized typography clearly highlights the star of the show—Ripi’s Michelin-quality stuffed pasta—with an emphasis on its chef-driven, indulgent fillings. The banner design wraps from the front to the back of packaging where it houses illustrated cooking instructions set above a beautifully styled plated dish. The packaging concludes with a brand mission statement, introducing Ripi’s story and commitment to bringing restaurant-worthy pasta to the home kitchen.

The side panel reinforces Ripi’s mission with key value propositions of restaurant-quality meets at-home convenience: “We mix flour and eggs to make fresh dough. We knead. We roll. We braise. We stuff. We shape. We freeze. You eat.” Finally, thoughtful details, like a tear strip revealing Ripi’s tagline underneath, create a cohesive brand experience from first glance to final bite. 

Ripi's website allows high-impact visuals to take center stage. Large, full-bleed images of beautifully plated ravioli instantly draw attention. Bold, chunky headlines establish a confident brand voice, while smaller sans-serif text keeps supporting information legible and modern. Subtle motion effects, sleek transitions, and soft micro-animations guide users through the experience. Smooth fade-ins and parallax scrolling add depth, making the site feel dynamic without overwhelming the user. Hover effects on product images provide an interactive touch, reinforcing quality and detail. In addition, the site features user generated content as well as a robust set of recipes designed to inspire home cooks to craft their own restaurant worthy dishes.