GPasta commissioned me to create the branding (logo, brand guidelines, guideline document) for a new street food franchise specialising in fresh pasta to go.
GPasta embodies a modern vision of fresh pasta to go: quick, generous and authentic. The work involved defining the visual and editorial foundations of the brand, to ensure a consistent, recognisable identity that stays true to its spirit across all materials. The logo, embodying Italian tradition and innovation, reflects their commitment to excellence and craftsmanship.
The deliverables, beyond the logo and brand book, include a business card, visuals for the pasta cups, soup cups and bag, a trifold leaflet for the menu and the visuals needed to deploy it across different platforms (website, ordering kiosk, etc.), as well as all the vector assets required to produce any further adaptations (polo shirts, window stickers, etc.).
The client
GPasta is a fast food concept built on a simple and appetising idea: fresh, generous and affordable pasta to go. A fully committed street food positioning (urban and accessible) targeting everyone from the student in a hurry to the worker on a lunch break.
The context
With GPasta, we started from a near-blank page. The name had been chosen, and the founder had a very clear vision of his product. On that basis, PicSel was tasked with developing a unique, urban image that would stand out in the fiercely competitive food retail sector.
The objective
The values to convey: freshness, generosity, speed, urbanity, accessibility. The brand had to simultaneously embody Italian authenticity and street food modernity, be instantly recognisable, and work just as well on a cardboard cup as on a 2m² display.
The result
By using a calligraphic typeface with character and energy, a two-tone green and black palette that is both readable and impactful, and by developing a range of supporting visuals (including a graphic “wall” teeming with culinary references, offbeat slogans and nods to pasta and pop culture), PicSel delivered a complete branding and brand system: consistent, adaptable, and solid enough to dress the entire brand.