Pasta Cartel

We started with the wordmark and the idea of Nonna Rosa, but getting her right took rounds of character trials before we landed on the final version. From there, Nonna became the heart of the brand, and we built the rest of the Pasta Cartel family around her: Macarino, Rigo, Ravi, Fusi and Bella, pasta shapes turned into characters of their own.

We then built the visual system around that world (colour, typography, logo variations and character illustrations) and carried it onto the restaurant’s signage.