Pasta 101

Create Your Own Pasta

Conveniently on the go, at an affordable price, pasta 101 is a brand new kiosk concept that allows you to create your own pasta from over 100 combinations of high-quality ingredients.

As the brand’s core business rely on a take-away concept, the packaging plays the important part as the key visual element and as well as the connection between consumers and the brand. And through statistic observation, it was found out that 70% of the customers are female.

As a western food concept, the brand faces few negative perception from the local consumer that the brand design could help to overcome:
+ Western food, especially pasta is unhealthy. This perception exists because of the using of dairy product like cream and cheese.
+ Pasta is a type of spaghetti. This mistake is exactly the opposite of caucasian’s perception about Asian “noodle”.

Because the concept is an on-the-go kiosk, the number of design elements are minimized to give the brand a consistent identity when the brand is branched out. The illustration helps to create a vibrant, dynamic and healthy image, while the logo mark design immediately communicates the main products of the brand.