Design thinking: where ideas germinate and our products come to life
8 October 2024
As you enjoy breakfast with a Mulino Bianco snack, savour a crispy Wasa slice or open a packet of one of our many pasta shapes, have you ever wondered how these products make their way into your hands? Have you ever wondered how our products are created?
We have always been committed to combining the taste and practicality of our products with distinctive aesthetics, aiming to provide consumers with memorable moments and experiences.
Today, that dedication has a name, the same one that identifies our Design Thinking team, the physical and conceptual space where our creations are continuously developed and brought to life.
RESEARCH, DEVELOPMENT AND QUALITY
Research, development and quality: the watchwords of our method? Yes, but not only.
Our Design Thinking team is part of a broader context, the Research, Development and Quality Group - our Research, Development and Quality Department.
This is where some of the most crucial processes in our work take place, from product packaging design to in-depth studies on quality and food safety. The Design Thinking team brings its creativity and expertise into this space every day.
We describe this Design Thinking space as one of "cross-pollination", where collaboration thrives. Here, our team and partners come together to design products, services, and develop strategies, all driven by a commitment to innovation and exploration.
FROM DREAM TO REALITY: HOW OUR PRODUCTS ARE BORN AND DEVELOPED
Behind the iconic status of each of our creations lies a long and exciting journey that unfolds through three decisive stages:
1. What is – What are we looking for?: all our development projects begin with this question, after which we embark on thorough research to understand the current needs and wishes of our customers, whether the subject of the research - our product - exists or we need to create something from scratch;
2. What if – Envisaging the result: once the research process concludes, we start bringing our ideas to life and conducting a series of experiments designed to perfect them. We proceed through trial and error until we feel confident we have achieved the optimal result;
3. What works – From dream to reality: after successfully completing the first two stages of our journey, we are finally ready to go into production, which involves everything from recipe preparation to product packaging, leading up to the exciting moment when we can finally share the fruits of our labour with our consumers.
OUR PRODUCTS HAVE MADE DESIGN HISTORY SINCE 1877
Once upon a time, there were Tortorelle, fragrant biscuits adorned with sweet icing, and Soldini, delightful soft sponge cakes drizzled in chocolate, and we still have Pavesini, Gocciole, Pan di Stelle, Spaghetti n.5… If we close our eyes, we can vividly recall the memorable appearance of each of these iconic products.
Because since 1877 our history and identity have been intricately tied to our products, which is why we continue to cultivate ideas, envisioning what is missing and exploring how we can improve for the future that lies ahead.
From this creative drive for innovation came Trigatelli, designed with grooves and ridges to trap sauce perfectly, Piadelle Toast for a quicker and more enjoyable snack, Cracker Pavesi, crafted to be savoured bite after bite, and Spaghetti 3D, made to a recipe that blends innovation, tradition and elegance.
And who knows what the future has in store to bring joy both to us and to everyone who continues to choose us.
TOGETHER IS BETTER
To enrich our workflow and open new horizons, our Design Thinking team actively welcomes contributions from external professionals, consultants, and university students, and is dedicated to collaborating with leaders in their fields.
Our partnership with the University of Modena and Reggio Emilia, particularly with the “Food innovation programme” Master’s course, and with Epoca, a Bologna-based service design company, resulted in us winning the smau Innovation Award in 2016.
In Italy, we work with Almacube, a spin-off of the University of Bologna that provides consultancy and training in design thinking, VRD, a design studio focused on qualitative-quantitative research and long-term innovation processes, the Polytechnic of Milan and the University of Genoa, particularly their “Inclusive design” course, and the Future Food Institute (FFI), a network of innovators and experts in the food sector.
Nor do we fail to embrace an international dimension: over the years, we have relied on the invaluable support of a global network of Design Factories spanning multiple countries – from the United States to France and Germany, from China to Turkey – to ensure that we can meet the needs of all our customers, no matter where they are in the world.
Together is better: this is the principle we apply to face the challenges of the future.
OUR PLAYLIST OF THE MONTH
If you want to delve deeper into the topics we have just addressed, here are some reading, listening and watching suggestions:
- The Design Thinking toolbox. A guide to mastering the most popular and valuable innovation methods, a book by Michael Lewrick, Patrick Link and Larry Leifer that describes Design Thinking with the help of illustrations by Nadia Langensand;
- Abstract. The art of design, a docuseries created by Scott Dadich for Netflix that takes us on a journey into the minds of the most innovative designers of all time;
- On design, a podcast by Justina Greene that brings us insightful conversations with design's most inspiring figures.
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