LAB cooks up a new name and brand for Pasta di Strada

Formerly known as Pasta 409, the fresh made-from-scratch pasta eatery inside the Puck Food Hall received a new name: Pasta di Strada. LAB worked with well-known Memphis restauranteur, Daniel Masters, to concept a name that demonstrates the fresh quality of ingredients and authenticity of the recipes.

LAB got to work creating a brand that is modern yet timeless. We wanted to reflect the handcrafted, artisanal quality of the pasta made daily at Pasta di Strada. LAB created a brand that expresses the fine, elevated quality of the food offerings. Using hearty fire brick red, wheaten golds, and florid greens—we developed a color palette that communicates the fresh nature of Pasta di Strada. The typography palette that bespeaks timelessness yet taking a modern approach.

LAB helped create Pasta di Strada’s social media graphics and Google My business as part of our commitment to helping them maintain brand consistency. Our next step will be to design a website that reflects the brand strategy we have developed and make it easy for customers to contact visit Pasta di Strada to try the satisfying food.