Jasta Pasta
Client
Jasta Pasta
Job Description
- Brand positioning and concept
- Visual world
- New brand platform launch
Summary
Jasta Pasta is a new delivery-focused brand in an overcrowded pasta market, where standing out relies on a unique brand identity rather than just recipes.
We were involved from day one, helping the client shape the brand’s concept and design all key assets: the name, character, ethos and visual presence.
The task
We had to create a new pasta brand from scratch: from vision to launch, developing everything from the name and visual identity to the communication strategy. By working closely with partners, we crafted every detail – from visual identity to the website – to reflect the unexpected essence of this brand.
Approach
The first step on our journey was to work with the client to finetune the product offering of the
future restaurant. Based on that, we set on defining what the brand stands for – a clear vision, messages and voice. At the core of it, there is a simple idea:
let’s make our pasta dishes a moment of joy in your busy, serious life.
Let’s say no to boring, sophisticated recipes.
No to “this is the right way to do it” rules.
Let’s embrace experimenting and light-hearted attitudes.
Let’s give people something to smile about.
Based on that foundation, we went to bring the brand to life through a series of co-creation workshops and collaborations.
The Name
Through a collaborative workshop with the client, external experts, and our core team, we came up with several great names. It wasn’t easy to choose just one, but we selected a name that truly stands out from all the Italian pasta brands. Inspired by the Bulgarian phrase “джаста праста” (sounds like “jasta prasta” and loosely translates to slapdash or half-baked) with “праста” replaced by “паста” the name captures the spirit of experimentation and joy, bringing a smile to your face as soon as you hear it.
Visual identity and communication
To create the visual identity, we brought Photon Graphics and Sisters in Draw onboard. Our aim was to go beyond the mandatories like logo and package design, and to create a full-blown visual world full of distinctive elements and characters –
a brand world that allows endless interpretations and storytelling.
A brand world with the potential to give people little moments of carefree joy.
Bringing the brand to life
The time came to present Jasta Pasta to the Sofia gourmet lovers.
Partnering with The Dots Agency, we created a vibrant launch campaign featuring our distinctive characters, colors and recipes.
Jasta Pasta’s joyful presence was spread across all channels, including their website, created in collaboration with Rizn.
