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.
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.
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 renders a one-of-a-kind quality to the design.
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.
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.
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.