Pasta is a pantry staple that can easily be dressed up or simplified, making it accessible to chefs of any skill level. I wanted to create a brand that targets young adults searching for an inexpensive yet versatile way to feed themselves.
I used a limited color palette and gritty textures to tap into a grungy style that appeals to this age group. I created promotional imagery that speaks to this demographic's distain for diet culture and the cultural movement towards body positivity.
The Pasta Punks brand represents a generation that wants to move into adulthood without shame. It channels their no-nonsense attitude in a fun and lighthearted way.
Take a look into my process with these thumbnails...
