Visual Identity

Minuta Artisan Pasta

End-to-end visual identity for an artisan pasta studio — built around the craft, the tool, and the ritual of making from scratch.

Services

Brand Identity Design
Logo Design
Packaging Design
Menu Design
Business Card Design
Social Media Assets

Year2020

Built from the machine outward

Working directly with the founder as sole designer, I built the identity end to end — strategy, mark, packaging and rollout. Camilo Gonzalez had spent years perfecting his pasta by hand — the texture of the dough, the weight of the cut, the filling done piece by piece. Minuta needed an identity that matched that level of care. Not a stylized restaurant brand. Something that felt discovered, not designed. The process started with the pasta machine itself. Centering the logo around the mechanism was an honest decision: it's the tool that defines the work, the one object that makes Minuta what it is. The wordmark wraps the illustration with quiet confidence — no flourish, just commitment. Colour did the rest of the storytelling. Terracotta red, herbed green, warm yellow — the palette reads as a dish before it reads as a brand. It evokes the ingredients without naming them. From identity to packaging, menus, and social assets, every element was built from the same system — designed to travel from a market stall to a dinner table without losing coherence or warmth.

Challenge

Camilo Gonzalez had spent years perfecting pasta by hand — the dough, the cut, the filling done piece by piece. The identity had to match that level of care without becoming a stylised restaurant brand.

Approach

Working directly with the founder as sole designer, I built the identity end to end: strategy, mark, packaging and rollout. The goal was something that felt discovered rather than designed, and that could be reproduced locally with standard materials — no production house in the loop.

Outcome

The identity carried Minuta from market stall to retail freezer — reproduced locally with standard materials and zero production-house dependency.

An identity has to work everywhere the business does — not just on screen, not just at the stall. For Minuta, that meant building a system that held from a Saturday market to a dinner table: sauce packaging, menus, business cards, and social assets all drawn from the same visual language. The packaging is where the system earned its keep. Labels designed to look right at refrigerator temperature, on a shelf next to non-branded competition, in someone's Instagram photo. The colour palette does the work — terracotta, green, warm yellow signal origin and craft before anyone reads a word. Every piece was built to be reproduced locally, with standard materials. A good identity for a small business doesn't need a production house — it needs rules clear enough to follow and flexible enough to survive. The identity carried Minuta from market stall to retail freezer — reproduced locally with standard materials and zero production-house dependency.

A system that travels

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