Pasta Sugo
A tactile identity system connecting handmade pasta, regional cheese and warm Italian dining across packaging and restaurant touchpoints.
A restaurant and food identity presented through handmade-pasta imagery, packaging and dining touchpoints.
Bring handmade food, regional ingredients and a contemporary restaurant setting into one identity without losing the warmth of the kitchen.
Visual identity, lettering, illustration and brand-application presentation.
Logotype, illustration system, typography and colour system, restaurant collateral, retail packaging and takeaway applications.
The movement of pasta gives the identity a physical starting point. Its lettering and ingredient cues connect table, shelf and takeaway, showing how warmth can be carried through a restrained set of visual rules.
Design presentation by Ali Komeili. Applications are shown as presentation studies.
What the work needed to connect
Bring handmade food, regional ingredients and a contemporary restaurant setting into one identity without losing the warmth of the kitchen.
Made by hand, held by one system
Pasta Sugo centres the identity on the movement of fresh pasta: folded, lifted and served. The brush-script logotype and ingredient-led illustrations carry that physical quality from the kitchen into packaging, menus and takeaway pieces.
Following a gesture into the system
The lettering and ingredient illustrations introduce the handmade quality before packaging and dining-room applications. Repeated cream fields and small colour accents make the change of format easy to follow.
A script shaped by movement
The lettering uses broad, uneven strokes to echo the motion of rolling and lifting pasta. A cream field and olive green signature form the base, while butter yellow, tomato red and china blue create clear accents across applications.
Ingredients become navigation
Cheese, tomato and pasta illustrations act as both character and product cue. Their distinct colours separate formats while the repeated logotype, cream backgrounds and red seals keep the family visibly connected.
The identity reaches the table
Menus, reservation cards, napkins and tableware use the same restrained palette and direct typography. The applications show how the identity can move between the dining room, retail shelf and takeaway service without becoming fragmented.
What I take from this direction
The movement of pasta gives the identity a physical starting point. Its lettering and ingredient cues connect table, shelf and takeaway, showing how warmth can be carried through a restrained set of visual rules.