Jovial Foods Cassava Grain Free Pasta


Agency: Design Womb
Creative Director & Designer: Nicole LaFave
Brand Voice, Key Messaging, & Copywriting: Zach Golden
Location: United States
Project Type: Produced
Product Launch Location: Global
Packaging Contents: Cassava Grain Free Pasta
Packaging Substrate / Materials: Paper, Pulp

Pasta for everybody!

Your favorite gluten free pasta brand just got better. Jovial Foods is a small woman and family-owned business that was founded by a husband and wife team who have always been
passionate about food, farming, and traditions. The brand focuses their product lines around ancient grain ingredients and traditional food preparation during manufacturing.

Design Womb partnered with Jovial to launch their new cassava grain free pasta product line extension. We first took a step back and helped audit what the brand’s core message was missing, and delivered a full brand voice kit and a key messaging library for both the main brand and line extension.

The food packaging design captures the essence and heart of the brand, and introduces a modern fresh visual that still remains cohesive with the brand’s very popular and recognizable pantry products. We introduced a playful custom shape die-cut window and carried over Jovial’s sky blue, which is paired with simple dramatic food photography to capture the texture and showcase the deliciousness of the pasta in each and every bite.

These pastas are free from the top 8 allergens, and the packaging design demonstrates an easy-to-read checklist to help shoppers with food sensitives quickly understand and make fast decisions in the store. This new line extension may be grain free, but the pasta has proven to us that it can compete with any pasta for taste and texture.