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
Minuta Artisan Pasta

Built from the machine outward

Minuta needed an identity that matched the care behind handmade pasta — 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.

Challenge

The founder 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 pasta machine became the central visual idea because it was the tool at the heart of the making process, while the palette drew from ingredients and the warmth of handmade food.

Outcome

One coherent visual system across the mark, packaging, menus, business cards and social assets, built around the pasta-machine illustration and a warm, ingredient-led palette.

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The identity extends across packaging, menus, business cards and social assets, with each application using the same visual language. The pasta-machine illustration anchors the system, while the colour palette and typography carry the sense of craft across physical and digital touchpoints.

A system that travels

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