Despite affordability and nutritional value consumption of pasta in Asia Pacific and MEA both regions is the lowest worldwide. Consumers are still heavily dependent on rice as the main anchor of daily meals.

We were asked to create brand new authentic yet affordable pasta brand for the global market.


Everyone knows that the home of pasta is Italy, but we wanted to create ‘the home’ of the home of great pasta! Billa’s kitchen was born. Bold and iconic we conjured up the iconic Italian kitchen table as part of the brand logo. The range was to cover 6 different pasta types and celebrate a true Italian staple

The Result

Since launch at Gulffood 2015, the brand has proved to be incredibly popular with multiple international orders and an ever expanding list of stockists worldwide.


“The day we recieved the first proposal from Slice, we knew for sure, that we would be getting exceptional work. As expected, throughout every stage of design development we were not only satisfied, but also stunned to see such remarkable work delivered to us on time and with a lot of understanding and patience. Since the launch of Billa Pasta, we have recieved many compliments on the design and appeal of the packaging. Three months later, Billa Pasta is now sold in 5 African markets with more still to come”

A.A.H, CEO, Empire Trade & Investment

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