Pasto Pasta

Brief:

Design an identity and series of packaging for Pasto pasta. The visual identity should pay homage to pasta’s ancient history and appeal to the target market—history buffs. Packaging design is based on 15th-century Italian woodcut illustrations.

I did:

Packaging, brandmark, merchandise

Time-honored. Scholarly. Charming.

The woodcut illustrations are from Methamorphoseos Vulgare, an Italian book of mythology published in 1497. The brand mark combines typefaces — most notably Adobe Jenson — inspired by Nicholas Jenson, a 15th-century Venetian typographer credited with the creation of the Roman typeface. The color palette is drawn from the royal shades of red, green, and blue found in Renaissance artwork. Though rife with historical references, Pasto’s identity remains contemporary through the considered use of negative space.