Dolmio is a brand of UK pasta sauce introduced in the 1980s as Italian cuisine rose in popularity in the country. Since then, Italian pasta has remained popular in the UK market, but consumer preferences have evolved, as well as how they use sauces like Dolmio.

Recently, Dolmio reached out to studio Elmwood for a significant refresh of its brand as it sought to modernize its visual identity. What’s more, they wanted to branch out beyond their traditional family-focused marketing with a nod to Gen Z and younger millennials, who tend to experiment with flavors beyond classic Italian flavors.

The new Dolmio retains core Italian elements like the traditional colorway of green, red, and white. The new wordmark is livelier with an exclamation point replacing the “i” in Dolmio, essentially flipping the letter upside down. The red dot at the bottom of the exclamation point adds energy to the new visual identity, as does the slight arch in the redesigned wordmark. Finally, hidden within the Dolmio wordmark are shapes inspired by text message bubbles, adding some character to the brand. The intention behind the message bubbles is to show consumers the brand is provoking a conversation with them, the brand equivalent of a “wyd?” text.