Punks are known for countering the mainstream, and in a society where diet culture is the norm, I thought punks would be a great mascot for a pasta brand that embraces food freedom.
Carbs have become one of the most villainized food groups, to a point where eating them is almost an act of resistance. I used a limited color palette and gritty textures to convey that sense of fighting back against unnecessary calorie restriction and unsustainable diets.
The Pasta Punks brand represents the breaking of a cycle. Consuming their products sends the message: "I will not tolerate the shame that has been pushed on us."
Take a look into my process with these thumbnails...
