Pasta di Strada Naming and Branding Design

Editors Note: Sadly, Puck Food Hall, and thus, Pasta di Strada did not survive the economic conditions of the pandemic. We leave the portfolio study of this naming and logo design to demonstrate our capabilities and range.

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 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.