Anmara
Anmara is a premium artisanal brand of 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 print and production) to realize the project.
Packaging Design
![](https://cdn.myportfolio.com/1c5fa1c42d509bcfa02f876cfadbaf84/843b1d57-5c5c-4fd7-bc3b-2045803beb4f_rw_1920.jpg?h=16b19bacfc9fb3955381ec82dd29fb01)
![](https://cdn.myportfolio.com/1c5fa1c42d509bcfa02f876cfadbaf84/917f47da-c41e-46b9-9d36-463990f0be5e_rw_1920.jpg?h=ad34c5d60a2b62669d900a15438fb358)
![](https://cdn.myportfolio.com/1c5fa1c42d509bcfa02f876cfadbaf84/617b181f-e4fc-4dc3-97c0-e091cc705edb_rw_1920.jpg?h=9792696c55c1a1c919c2b1c14f5dfdea)
![](https://cdn.myportfolio.com/1c5fa1c42d509bcfa02f876cfadbaf84/572d6b4c-1022-461b-85c1-98df0936e65d_rw_1920.jpg?h=fa17a5d270235c5b73d03d80ffcc5f6a)
![](https://cdn.myportfolio.com/1c5fa1c42d509bcfa02f876cfadbaf84/b54dbc0f-0795-488b-a763-f2dfd9fe5eb8_rw_1920.jpg?h=e5ca0974b869aaa82d8fd09bc7172ca7)
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 (a classic Italian candy company) and Louise Fili’s style of lettering. I also explored a traditional look by using an image of the town where the pasta is made.
![](https://cdn.myportfolio.com/1c5fa1c42d509bcfa02f876cfadbaf84/a597c877-078c-40ed-ac33-58f99b0fd44c_rw_600.jpg?h=425d8288ea7c2da3f97b32d8229804ed)
![](https://cdn.myportfolio.com/1c5fa1c42d509bcfa02f876cfadbaf84/4375e9ac-ddc1-4063-a635-573e065c9e35_rw_600.jpg?h=10ce9d1f3c041f43564decbe572676ee)
![](https://cdn.myportfolio.com/1c5fa1c42d509bcfa02f876cfadbaf84/1f6997f5-02e7-45d1-81ce-2813b4a9e69a_rw_600.jpg?h=33fea69b6a84108658de0e55f4b3c708)
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.
![](https://cdn.myportfolio.com/1c5fa1c42d509bcfa02f876cfadbaf84/26eae899-5c03-499d-a91f-c3bd6229cd76_rw_1200.png?h=f5d80f03bd580f2f5cde07252e7cd10e)
An initial draft of the logo design
The Packaging Design
Concept 1
Bold Rustic
Bold Rustic
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 renders a one-of-a-kind quality to the design.
![](https://cdn.myportfolio.com/1c5fa1c42d509bcfa02f876cfadbaf84/1fd90924-2032-450e-b776-70ba0ac90ce2_rw_1920.jpg?h=3dde530299bd2137c4ef2f6720498489)
Concept 2
Watercolor
Watercolor
The second concept made use of a watercolor texture to communicate a handcrafted feel to the package alongside 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 look.
![](https://cdn.myportfolio.com/1c5fa1c42d509bcfa02f876cfadbaf84/94b4fda0-36ce-41f6-a61c-10252310bb81_rw_1920.jpg?h=58853884a3f7eef8ed8e777548cb0479)
Concept 3
Italian Blue
Italian Blue
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 the pasta being made in small batches.
![](https://cdn.myportfolio.com/1c5fa1c42d509bcfa02f876cfadbaf84/caca31b9-5139-47e1-b8d8-0ca80f6c0500_rw_1920.jpg?h=cbb56a6db16abe6ffd52923e8b5c4940)
Final Execution
The final design was an iteration of the first concept with the use of a single bold color to communicate a quiet 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. The addition of a script typeface reserved for the name of the pasta completes the artisanal characteristic of the packaging design.
![](https://cdn.myportfolio.com/1c5fa1c42d509bcfa02f876cfadbaf84/14ade208-0862-4cf4-9eac-6382e2c032fb_rw_600.jpg?h=b999d5c364c3bbb8cad5cf54bf9a626f)
![](https://cdn.myportfolio.com/1c5fa1c42d509bcfa02f876cfadbaf84/c745aeb3-16e5-49a6-940f-e11f50c57e78_rw_600.jpg?h=b15409c5fbedec7c8217456c83c0ab7e)
![](https://cdn.myportfolio.com/1c5fa1c42d509bcfa02f876cfadbaf84/bd00dda5-464a-447e-868f-f9e45fa0c54e_rw_600.jpg?h=a41881c07434a5d6184df720b932fcc8)
![](https://cdn.myportfolio.com/1c5fa1c42d509bcfa02f876cfadbaf84/ea32273e-51eb-4156-a63b-7e7f7827a06b_rw_3840.jpg?h=cdde9e3c3aec86108d3ef60dce6e0589)