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At Concentric I had the pleasure of rebranding a high-quality frozen pasta. The product had started gaining momentum regionally and was about to be picked up by a major retailer, but they needed a better name and package, a compelling story, and support such as a website and promotional ideas. This was another where it was just me on copy and design, with a little help here and there, but luckily I had a great planner at the front end. Together we came up with "Parla Pasta" and "We speak pasta" as a strapline. Despite being frozen, this handcrafted, family made pasta "speaks Italian"—scratch made, whole ingredients, small batches. We needed to step back from the glossy and modern world and tap into a more nostalgic and Italian vibe (in a fun, down-to-earth American way!).
I partnered with the wonderful Michael Harrison, an esteemed food photographer in Charlotte, North Carolina. He and his stylist absolutely nailed the fork display concept I was wanting to use both on packaging and in the website (this art became a product selection method on the site's homepage). The shoot also captured a lot of tabletop ingredients for packaging accent images. Shown here are some of the scribblings helping me and the photographer get on the same page. Handcrafted pasta deserves some handcrafted scribbles!
I named this product, did the packaging design and all copy, designed and wrote the website, art directed the photoshoot and some video work. Logos designed by Jason Clewell; site development by Good Brand Co.
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