WorkGraphic Design

A new brand identity for Pastosa by Naomie Ross & Daniel Renda

Pastosa is a gourmet Italian bakery and deli with nine independently owned locations across New York and New Jersey. Working in collaboration Naomie Ross and Daniel Renda set out to rebrand the shop whose pasta they both grew up eating.

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Pastosa logo with red geometric shapes and navy lettering on white background, displayed on packaging

Their intent was to transform the shop’s existing image from that of a generic corner deli into a gourmet, high-end Italian food store. The resulting brand feels more upscale and authentic, reflecting the duo's personal experience of the shop and how they believe it should be depicted.

Pastosa Ravioli Co logo in red circle surrounded by grey illustrated pasta shapes including ravioli, shells and tubes
Pastosa branding application including white carrier bag, pasta wrapping, boxes, jar with red wax seal and business cards on cream background
Red and white business cards for Pastosa, with the brand name in elegant script lettering on the red card and contact details on the white card
Pastosa tomato and basil pasta sauce in a glass jar with white lid and branded label on beige background
Two white gift tags with red text and wax seals connected by red and white twine, displaying Pastosa branding and product information
Pastosa Ravioli Co. packaging with elegant pink script lettering and a textured stamp detail on cream background with red border
Red and cream business cards for Pastosa arranged in a grid pattern, featuring the script logo and contact details on white sections
Pastosa Ravioli Co packaging for classic ricotta ravioli with an etched illustration of a single ravioli and product details in terracotta red text on white cardboard box
Pastosa ravioli packaging displayed in an open box with yellow compartments holding golden pasta parcels and a red circular brand label
Pastosa packaging with patterned white wrapper displaying yellow ravioli in a grid, with a red circular seal
Pastosa branded packaging featuring a baguette wrapped in tissue paper with kitchen utensil illustrations and a red circular logo, alongside a burgundy paper bag
Pastosa website displayed on a desktop monitor showing the homepage with fresh pasta, eggs and baking ingredients on a marble surface
Black iPhone displaying Pastosa's rebrand with red circular logo and navigation menu for ravioli, history, retail and order on beige background
Pastosa branding system displaying six Italian pasta brand names in red and white horizontal bands: Ravioli, Tortellini, Cavatelli, Felluccine, Manicotti and Gnocchi, each in distinct vintage-style typography
Close-up of embossed red and white Pastosa branding on printed material showing dimensional letterforms with metallic detailing
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