Despite popular belief, pasta is not an Italian invention. In ancient artworks made by the Etruscans dating back as far as 3.000 years. It was Marco Polo who eventually brought pasta to Italy via China. But there is more to pasta then it’s history or even the basic ingredients from which it is made.

One could argue that all pasta basically is the same thing apart from its shape. And even though you could consider this to be true, the different shapes and sizes do serve an actual purpose. And true pasta-lovers know this. Depending on the type of sauce you want to serve with your pasta dish, the shapes of the pasta help to absorb the ingredients within the sauce. So the carefully sculpted shape helps to enhance the eating experience.

So that is why this fictitious brand “Etrusco Pasta” puts such a high emphasis on the different shapes of their pastas. The brief was simple. Create a range of packaging designs that are easily distinguishable from the competition and play in to the “individuality” of the product range.

That is why I created a set of illustrations using a distinct visual style using geometrical shapes and a limited colour pallet highlighting the different pasta shapes. Supported by a vivid background colour to help set the different packaging designs apart however ensures they form a strong series as well. As apposed to competing brands who often use the same colour pallet throughout their range of packaging, the Etrusco brand gets a vibrant look despite a nostalgic feel thanks to the use of illustration and typography. This helps to set it apart from the competition, especially on the supermarket’s shelves.