Ancella Pasta Brand Concept

 Ancella Logo Creation

My designs always begin with a pencil and paper. Because this logo is supposed to be all about pasta I decided to create two objects for the logo that are used when cooking pasta, a fork, and a spoon.  I made the spoon which is always used for stirring the sauce and the fork because it is the essential silverware for eating pasta.  Once my sketching was complete, I moved on to the next step, which was creating the logo in Adobe Illustrator.  I used a series of geometric shapes to create the spoon and fork for the logo.

Typography and Color

The fonts I chose needed to be strong enough to allow people to see what it says, but also to let them know that this is a pasta brand.  I chose Stone Sans ITC TT Bold for Ancella to give it a bold statement and Apple Chancery for the pasta to give it that classic Italian look.  For the colors, I wanted to choose ones that would correspond well to the subject of pasta.  I chose a tomato sauce red for the background and a pasta yellow for the word pasta. For the silverware, I decided to give them a simple dark grey.

Package Design

I created a package design that would further illustrate an authentic Italian pasta brand.  For the whole package, I made sure to have my colors contrast, so they would capture the eye of the consumer.  I even added a recipe for bow tie pasta to the back with ingredients and instructions to allow any consumer to try out a tasty dish using the pasta within the confines of the package.  I also created a Nutrition Facts label with Adobe InDesign. (This is an original brand concept – there is no active website or social media).

Conclusion

My pasta brand concept taught me the importance of package design and the way it can influence a customer’s opinion. The use of typography, language, colors, and imagery needs to work together and send a message to the viewer. I explored packaging again with a coffee K-cup box design in my Allegro Coffee Case Study.