Derrick Lin


Agency: Michal Suday Design Group
Illustrator: Sharon Targal
Location: Israel
Project Type: Produced
Client: PastaTriya
Product Launch Location: Israel
Packaging Contents: Pasta
Packaging Substrate / Materials: Duplex paper box
Printing Process: Process offset printing

PatraTriya (freshPasta in Hebrew) is a pasta boutique factory located in Jerusalem,Israel. the factory is owned by two women – Maayan and Kinneret who have been producing handmade pasta since 2010, Maayan and Kinneret produce different types of pasta, in various shapes, surprising flavours and fillings as well as a variety of meticulously handmade sauces. In our branding process we wanted to produce a new and impressive graphic language that would create a quality and unique experience for the brand. We chose to create a brand story that tells the story of two women in the worlds of making and eating pasta, we styled female figures in different poses and shapes with the interaction of pasta, pasta dishes, pasta making and more.

We chose a minimalist but warm colour language that comes from sensory and delicious culinary worlds. The characters we chose to illustrate are illustrated in different proportions that produce a contemporary yet still humorous and cool experience. The design style we have created is suitable for the brand’s target audiences – young people who order the products online only. The packaging experience in delivery creates a colorful and fun feeling for the pasta brand.

In addition, we have illustrated a series of textures from other culinary worlds that express the different components of the products – herbs, a rolling pin, tomatoes and other fresh ingredients that Maayan and Kinneret use in their products. In the design process, we also created a new logo that expresses Jerusalem classicism, and rooted and local