Paolo Battista Agnesi, knowing the quality of grain was essential, built up a fleet of sailing ships that left Oneglia four times a year for the Ukraine, to buy the world’s finest Taganrog durum wheat.
After an earthquake almost completely destroyed Oneglia in 1887, as the city was rebuilding itself and its economy, the Agnesi family built a new, modern mill, with metal cylinders in place of stone wheels, and a three-floor pasta factory near the port. A new industry of the future was launched that would be acclaimed the world over.
Agnesi marketed the first packaged pasta. Previously, pasta had been shipped in sacks and sold in bulk.
Agnesi contributed to the history of advertising: its famous posters by Peynet and Testa were ground-breaking innovations in Italian advertising. The ad “Silence. Agnesi speaks” became an unforgettable chapter in the brand’s advertising history. It’s still an Agnesi hallmark.
After years as part of the French multi-national Danone, Agnesi is now a member of the Colussi Group, which includes some of the most important brands in the history and culinary culture of Italy (Colussi, Misura, Agnesi, Flora and Sapori Siena 1832), brands of excellence that represent Made in Italy all over the world.
Agnesi has a new image that will stand for the distinctive values the brand holds dear. The sailing vessel logo on the package evokes the spirit of the voyages in search of the world’s finest durum wheat, and is today’s symbol of quality, tradition, commitment and team spirit.
Pasta Agnesi got a new dress with a ’50s inspired pack. The colours are those of the Agnesi DNA: the White background, the red colour profoundly interwined with our history and the blue. The logo comes from the ’50s original and it’s modern, simple and rational but at the same time warm and embracing. The sailing ship, as always on our packs, becomes modern and stylized, placed in a red circle that remind us of the year 1824: when Agnesi was born.
The return to communication started with a new 2000 poster campaing in 15 different provinces in the north-west regions of the Country.
Agnesi also engages in a collaboration with the University of Gastronomic Sciences of Pollenzo, focusing their research on the flavors of the region in order to create a new line of sauces: the Excellencies from Liguria.