PROBLEM:

Pasta Amore desired a new logo with updated branding. After approval, they would like print-ready PDF designs for a table tent special, an adaptable menu redesign, and a catering tri-fold brochure.

Pasta Amore is a fictional coffee shop and provides a warm atmosphere for the entire family. A place that is fun and inviting, where anyone can come share the traditional cuisines of Italy.

TARGET AUDIENCE:

Offering a multitude of mouth-watering Italian dishes, Pasta Amore is a family-friendly restaurant. A trendy place you can meet for lunch or dinner. They also offer catering.

CONSTRAINTS:

Turn around time for project was roughly two weeks.

TASKS:

Initial audience and content analysis, logo redesign with Brand Guide (Made in Adobe Illustrator), and mock-ups made in Adobe Photoshop.

DESIGN RATIONALE:

Since the project started with new branding and a logo, color selection was predetermined and included the colors of the Italian flag and various different flour pastas, browns to creamy yellow (colors that tend to make people hungry.) These hues were chosen in warm families, as the atmosphere of Pasta Amore is warm and inviting. The upcoming print materials also centered around these colors and concept, which followed through into other marketing materials.

#1 Lesson Learned: "Creating a brand's logo and concept is a very cumbersome experience. Perfecting unified the nuances throughout the brand takes a lot of patience and time. Regular reviews are key to keeping brand standards."

Design Guidance:

The logo for this project was created to feature fun pasta noodles, with the heart of all Italian cooking, the tomato. The color family was selected to coordinate with HEX values #211E1E, #4C2110, #825534, #F5BA79, #EA2427, and #762130. The font family Poppins was chosen for its cleanliness and ability to feature several weights for emphasizing. The client specifically requested a feel in line with these HEX values and the font family, as were previously defined with the creation of the new branding and logo. An image library was created via photoshoots in the locations, as well as stock photography chosen for its brand-defining character. Mock-ups were created as necessary for the store items.

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Artwork © copyright Shelly Arroyo, A.k.a. Mama Chickpea.