1935 – Pasta in fairy tales

In the style and spirit of the 1930s, the calendar faithfully reflected the fashions and echos of the most immediately recognizable historical and cultural events more than any other tool of promotion, and proposed itself as a cyclical account of a year of social life.

The subjects of 1935 – printed in Turin by Gros-Monti and designed by Luciano Bonacini who had already authored the 1934 calendar – combined the luxurious elegance of travel and cruising with the frugal and simple life of farmers and mountaineers in a festive and dreamlike aura reminiscent of Disney’s Snow-white.
These subjects placed two worlds, the rural and the urban, in comparison to each other, thus suggesting a different Barilla product easily recognized in its packaging for each social category.

Indeed, though the product was still sold almost completely in bulk, on the impulse of the experience of the countries beyond the Alps, the need to achieve in a short time a process of packaging for the product began to emerge, for hygienic rules and most of all as an extraordinary tool for marketing.
It was not by chance that Pietro Barilla, who entered in the Company on a permanent base the following year, devoted himself very attentively to the “problem of packaging”. Though through various attempts, new times were drawing nearer.


Luciano Bonacini, 1935 Barila Calendar. Wall calendar. Turin, Gros-Monti, 1934. ASB, Rla 8.