Anmara is a brand of artisanal pasta in India, which imports pasta made using traditional Italian processes from a small town in Italy.
I created the logo and packaging design for varying sizes, for a total of 14 different types of pasta, including the gluten-free range. I worked with my brother (who is experienced in printing and production) to realize the project.
The Logo Design
I created custom wordmarks inspired by our research on Italian typography. The concepts were based on a vintage Italian packaging for Amarelli, an Italian candy company and Louise Fili’s style of hand lettering. I also explored a classic look by pairing an oldstyle serif on a sepia-colored image of a small town close to where the pasta is made.
Eventually, we ended up going with the wordmark type set in Montecatini, a beautiful typeface designed by Louise Fili. It captured the nostalgia of 1930s Italian typography with an air of refined modern elegance.
The Packaging Design
The first concept was a clean and traditional design on a brown paper bag to emulate how one may buy pasta locally in Italy. A single, bold color was used for visual appeal and to direct the information hierarchy.
A custom window for the pasta that adhered to a sketch of Altamura communicated a mindful and considered design.
The second concept made use of a watercolor texture for the handcrafted element with a custom window shape — a literal painted Italian window — for the pasta to be seen through.
The soft blue watercolor effect against the stark white background and a sparsely-spaced layout delivers a sleek, modern overall look.
The third concept was a clean, contemporary look with a blue color, similar to Savoy blue (or “Italian Blue”), used as a highlight color against the stark white coffee bag. A custom window and an addition of a sticker with customized information for each pasta represented that the pasta is made in small batches.
The final design was an iteration of the first concept with the use of a single bold color to communicate modern confidence. Neat type layouts convey care and a premium quality product.
We let the typography communicate the handcrafted element of the packaging. I paired a classic Fell typeface from 1692 with the refined design of Filosofia, designed by Zuzana Licko, for a rustic yet elegant look. An addition of a script typeface reserved for the name of the pasta renders a complete artisanal characteristic to the packaging design.