Pasta Sepia

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Agency: VORĀ Design Studio
Designer: Loukas Chondros
Location: Greece
Project Type: Concept
Packaging Contents: Cuttlefish Ink Pasta
Packaging Substrate / Materials: Paper box
Printing Process: Digital printing

Pasta Sepia is a brand identity system that features the definition of sepia in all means. Most importantly, sepia is the ink that both pasta and packaging are dyed with. Sepia as fish source, sepia as ink to dye the pasta and print on packaging, and finally, sepia as photography aesthetics.

sépia f (plural sépias)

  1. cuttlefish (any squid-like mollusc of the genus Sepia)
  2. sepia (dark brown pigment)
  3. how to display photo film on film or photo paper, which turns a photo into a one-colour shade

Cuttlefish
The cuttlefish (any squid-like mollusc of the genus Sepia) derived from the latinized form of the Greek word σηπία, sēpía.

Ink Color
The colour, named after the dark brown pigment derived from the cuttlefish ink sacretions. The ink was commonly used as writing ink in Greco-Roman civilization, as well as artists’ drawing material until the 19th century.

Black & White Print
The type of toning, a chemical process used in photography which changes the appearance of black & white prints to brown.

Pasta sepia collection features five artisanal pasta shapes dyed with cuttlefish ink (sepia): orzo, spaghetti, tagliatelle, orecchiette, spaccatelle & pipe rigate.

Each package, sealed by the cuttlefish logo, contains a specific pasta shape represented on the front side. Dots and brush strokes flow out in a cursive style. The original fluid representations are designed by hand with a brush, using natural cuttlefish ink (sepia). Altogether, these illustrations are starting to compose an iconic visual alphabet for pasta that may continue expanding.

The cuttlefish ink (sepia) gives pasta the characteristic sepia colour and a mild hint of sea saltiness. Pasta made from premium wheat flour kneaded with natural cuttlefish ink, free range eggs, fresh spring water and no added salt. Naturally air-dried slowly to lock in its fresh flavour and nutritional value. On the package, matching ingredients are recommended to bring out the flavour nuances of each element.

What’s Unique?
Pasta Sepia is a brand identity system that features the definition of sepia in all means. Most importantly, sepia is the ink that both pasta and packaging are dyed with. Sepia as fish source, sepia as ink to dye the pasta and print on packaging, and finally, sepia as photography aesthetics.