I was given a task to choose a musical direction and show it on the package. I chose my favorite genre of music, Jazz. After making some research I was highly impressed and inspired by poster art from the 1920’s. In this way I decided to showcase jazz through the pasta packaging.
Jazz pasta is a brand of pasta inspired by jazz music.
Having studied the varieties of Italian pasta, I decided to convey the mood of jazz through illustrations.
Thus, the design of each type of pasta either illustrates the classic jazz instruments, or demonstrates the rhythm of jazz music. For example, mafaldine looks like drumsticks, spaghetti are similar to the strings of the piano, and the farfalle seem to be spinning in a dance. The brand logo refers to the piano keys.
The Jazz Pasta packaging involves the location of the entire shelf. Because when they are lined up, they merge into one single illustration demonstrating waves. A special flap makes packaging easy and convenient in everyday use.
Due to the fact that I prefer a sustainable lifestyle, the packaging concept had to reflect my interests. One of the goals of the project was to develop not only beautiful, but also an ethical product line. This packaging is eco-friendly. It is made of white cardboard printed in one color.
Jazz Pasta is a brand for young, active and modern people who travel a lot and like to get acquainted with the cultures of different countries. They are not only lovers of delicious food, but also connoisseurs of good music.
- Agency/Creative: Valeria Obrazkova - HSE Art and Design School
- Article Title: Pasta Inspired by Jazz Music by Valeria Obrazkova
- Organisation/Entity: Conceptual Work - Packaging - Packaging Design Creation
- Project Type: Packaging
- Project Status: Published
- Keywords: WBDS Student Design Awards 2020/21