Spaghetti&Co – The Italian Pasta Making

Spaghetti&Co is a brand of artisanal pasta that celebrates the essence of Italian culinary tradition with a fresh, bold twist.

Born in Sicily and intended for a global audience, Spaghetti&Co aims to bring high-quality, bronze-drawn pasta to contemporary kitchens, combining taste, authenticity, and design in a single product.

The idea was to make pasta exciting again, visually and emotionally. Rather than relying on traditional, heritage-driven visuals, we chose a playful, ironic name (“Spaghetti&Co”) and created a brand that feels pop, vibrant, and unmistakably Italian. The concept revolves around transforming a humble pantry staple into a lifestyle product: one that looks good on the table, on a shelf, or in an Instagram post.

We developed a bold, colorful packaging system with strong graphic impact. The brand name takes center stage on the front of the pack — big, vertical, and impossible to miss — while a set of geometric patterns and vibrant color blocks distinguishes each pasta variety. The back of the pack carries a tone-of-voice that is humorous and ironic, yet informative, breaking conventions of pasta packaging by speaking directly to a modern, design-aware audience.

The design was created combining sans-serif typography with modular graphic elements that reference Italian design of the 60s and 70s — clean, iconic, and playful. Mockups and prototypes were tested to ensure maximum impact in both retail and e-commerce contexts.

Spaghetti&Co’s uniqueness lies in its radical simplicity and boldness. It strips away the decorative, nostalgic clichés often associated with pasta brands and replaces them with graphic clarity and humor. The name itself — “Spaghetti&Co” — becomes a statement, while the packaging turns an everyday product into a design piece. It’s pasta that makes people smile, and that feels as good to gift as it does to cook.

The project sparked strong interest from retailers, food bloggers, and design enthusiasts. It was quickly noticed online for its unconventional branding and became a talking point within both the food and design communities. The packaging contributed to a strong brand recall, helping Spaghetti stand out in a crowded and traditional category. It has also opened doors to collaborations with concept stores and lifestyle-oriented food retailers.