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.
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.
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.