Atavi

Atavi is a new luxury pasta created by Barilla® Pasta, featuring a unique collaboration with Albert Adrià, the Michelin-starred Spanish chef. Through his world-class gastronomic knowledge and inimitable flair he has reimagined the unspoken potential of a traditional recipe, creating a food unlike anything that has ever existed before.

The brand offers innovative pasta varieties such as smoked, sourdough and umami, aimed at redefining the luxury pasta market through an e-commerce platform, high-end chef collaborations and recipe-driven content in London.

With the global, remote team, we delivered brand strategy and activation initiatives alongside production plans and budgets to Barilla’s® CEO and R&D team. In addition, I worked directly with Barilla’s® packaging team from concepts to production timelines and spearheaded the agency RFP process with Barilla’s® marketing team and agencies in NYC, London, Milan and Paris.