Pirro's Marinara Sauce

Pirro’s Marinara Sauce

After success with his line of Italian inspired pasta sauces, Terry Pirro decided to introduce a new line of Texas Caviar style salsas. Designing a salsa label under the existing Pirro’s pasta sauce brand posed a difficult intellectual challenge. How do you maintain the equity of the existing Pirro’s label design and extend it to an entirely new category? The solution came through replacing the Fiat image on the existing label with a modern covered wagon, in a western landscape. The slight change in image, along with typographic refinements created the perfect message.