New York City Restaurant Rubirosa Launches “Rubirosa at Home”

Pasta sauce immediately has a warm-hearted connotation, and Louise Fili's design for Rubirosa's packaging system beautifully continues the association. The family-owned New York-based restaurant recently released its line that includes sauces and olive oil, and the packaging design for each item is beautifully Italian-inspired. From the rich colors to the decadent, unmistakably Italian-influenced typography, the packaging design is full of charm.

Rubirosa, the iconic Italian-American, family-owned restaurant and pizzeria in New York City known for its thin crust pizzas and signature fresh pastas, launches Rubirosa at Home, a product line of tomato sauces and olive oil, on October 5th. Since opening in 2009 on Mulberry Street in NYC’s Nolita neighborhood, Rubirosa has cemented itself as a New York City destination. After years of demand, the new product line debuts with three pantry items all inspired by the signature ingredients used in the restaurant’s most famed dishes, including Marinara Sauce, Vodka Sauce and Extra Virgin Olive Oil, with additional products launching later this year. To start, Rubirosa at Home is available direct-to-consumer online at rubirosanyc.shop and at the restaurant in Nolita.  

Inspired by Rubirosa’s cult-favorite paper thin crust pizzas, fresh housemade pastas and classic Italian-American dishes that have gained a celebrated following over the last two decades, Rubirosa at Home preserves the specialness of a Rubirosa meal, while sharing cherished legacy recipes with home cooks nationwide. The pantry products include Marinara Sauce, inspired by the family's legacy Staten Island pizzeria mother sauce with an exclusive blend of plum and pear tomatoes; Vodka Sauce, the restaurant’s signature swirled sauce on the Instagram-famous Vodka Sauce Pizza that is made with their exclusive tomatoes blend, spices and cream; and Extra Virgin Olive Oil, a bright, unfiltered olive oil with a green hue that is used in the restaurant’s kitchen and originates from Asaro Organic Farm, a fourth generation family farm in Valle del Belice, Sicily.

The design of Rubirosa at Home is by Louise Fili, an Italian-American expert in Italian visual culture and award-winning graphic designer (other projects include Via Carota, Tate’s Cookies, Jean-Georges Vongerichten and Marcus Samuelsson). While the overall branding pulls in elements of Modernism and European Art Deco design, the bright patterned backdrop of the products nods to the familiar checkered tablecloth, reminiscent of those used in traditional Italian restaurants.