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In a novel move, Russian graphic designer, Nikita Konkin, has put an innovative spin on one of Italy's most traditional food products by re-designing pasta packaging.
By playing on the unusual shapes of pasta with the likes of fettuccine, spaghettoni and cavatappi she has cleverly re-imagined pasta as women's hair do's with some clever graphics and carefully designed cut out windows on pack.
Consumers like to see what they are buying and brands need to stand out in the increasingly crowded supermarket shelves and it looks like Nikita Konkin has achieved both ideals.
The cut out windows on the packaging give consumers a glimpse of the shape of the pasta held inside whilst doubling up as a funky hairstyle for the female face on pack. Cork screw curls, long blond or a glamorous up do....the choice is yours.
Here are the packets on shelf: