CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK


DESIGN CREDITS

Creative Director

Mike Spakowski

Senior Designer

Katie Werges

Designer

Beth Porter


TAGS

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LINKS

Atomicdust
Pastaria

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CLIENT

A family-oriented Ital­ian restau­rant in St. Louis, MO, owned by three-time James Beard nom­i­nee Ger­ard Craft. Pas­taria has an acces­si­ble but uncon­ven­tional menu that appeals to kids, adults, and culi­nary enthu­si­asts alike.


BRIEF

Cre­ate a com­plete visual iden­tity for Pas­taria. We wanted our work to embody every aspect of Gerard’s multi-dimensional vision, account­ing for the restaurant’s phi­los­o­phy, its in-development menu, and its space, which was still in the midst of design and con­struc­tion when we began the project. Gerard’s pas­sion and dynamic under­stand­ing of St. Louis’s chang­ing culi­nary land­scape meant that Pastaria’s shape was still evolv­ing. From inte­rior design tweaks, menu changes, and signage-approval chal­lenges, we had to be ready to roll with the punches.


APPROACH

Pastaria’s kitchen is open to the din­ing room, so any­one can watch the team work their magic. The visual iden­tity we cre­ated achieves the same open­ness and warmth. The pasta-like logo and whim­si­cal icons bring a sense of fun and acces­si­bil­ity to the brand. We also cre­ated youth­ful illus­tra­tions, includ­ing a three-wheeled deliv­ery truck, chil­dren enjoy­ing pasta wrapped around over­sized forks, and anthro­po­mor­phized noo­dles (with names like Gus­tavo Gar­ganelli and Roberto Riga­toni). Addi­tional mate­ri­als included menus, to-go pizza boxes, stick­ers, check hold­ers, t-shirts, olive oil labels, and wooden nick­els that could be traded for gelato.

I wanted Pas­taria to embody the charms of “old world” Italy. And all of Atomicdust’s iden­tity work—from the check hold­ers to the win­dow decals and gelato coins—is whim­si­cal and sur­pris­ing. It puts a fresh spin on tra­di­tional Ital­ian restau­rant brand­ing the same way that our menu puts a spin on clas­sic recipes. Our cus­tomers have a sense of what their Pas­taria expe­ri­ence will be like before they even start eat­ing. It height­ens the antic­i­pa­tion and excite­ment. — Ger­ard Craft, Chef Owner of Pas­taria

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