The identity of Pastai illustrates the tradition of hand-made pasta, combining traditional Sicilian food culture with the urban ambiance of New York’s Chelsea district. The design is influenced by the chef’s culinary memories of her grandma’s cooking. The energetic word-mark is inspired by the process of extruding fresh pasta shapes from a machine. Hand-drawn illustrations using delicate lines and patterns on kraft paper add a special artisanal quality, unique to the art of pasta making itself.
Art Director / Branding / Packaging
New York City, 2013