Piccolo Pasta
The identity and packaging for the Piccolo Pasta concept range of pastas takes the company’s name – meaning "little" in Italian – and says, "A little brand with a big personality". Leaning on the company’s heritage from the 1960s, the identity is retro-inspired – think Campari posters, Vespa scooters and Roman Holiday – and is centred on joy, fun and playfulness. The colours are loud, the logo jovial and the packaging whimsical. This identity is about the best of Italy: sunny days, friends and family, laughter, la dolce vita.
The logo brings whimsy and humour to the brand, personalising and humanising it by forming a face out of the last three letters. The typeface, Chango, channels mid-century cartoons and illustrations, adding to the sense of playfulness and joy that is central to the brand’s voice.
