Nicoletto's Pasta Packaging Is Classically Italian
by Chloe Gordon on 05/15/2023 | 3 Minute Read
Rooted in a deep sense of tradition, Nicoletto’s Pasta Co. puts its heritage at the center of the brand. The pasta brand recently partnered with Hoodzpah to create a packaging system that visually cherishes the brand's roots while emphasizing the rich nostalgia surrounding a delicious pasta-filled meal. The packaging range's understated yet playful color palette couples beautifully with the simple yet eloquent typography system. There's a superb balance within the design, inviting consumers into the Italian-centric brand.
With new restaurant locations set to open and a fast growing wholesale vertical serving gourmet and specialty grocers across the U.S., Nicoletto's needed to level up their visual identity, restaurant collateral, and CPG packaging to be well positioned for their next phase of growth.
Nicoletto’s Pasta Co. was founded in 2014 by brothers Danny and Ryan Nicoletto to honor their late father and their Italian roots. Since opening their small batch pasta factory, they’ve become a staple in the Nashville scene, collaborating with chefs; supplying pasta to hot spots like Lockeland Table; feeding firefighters, first responders, and displaced families after the 2020 Nashville tornado; and regularly being included in Nashville’s Best year-end lists.
They opened their first restaurant location in East Nashville in 2016 and quickly became a favorite for their quality, fast casual food, and late night hours. The brothers both have roots in the music industry, so on any given day you might find Catfish and the Bottlemen or Grace Potter in line ahead of you grabbing a pasta bowl before a show. Logo & Brand Voice: The Nicoletto’s logo has a feeling of heritage and premium quality. We also developed secondary seals that celebrate Nicoletto’s roots and selling points. The Nicoletto’s brand voice reflects its founders, Danny and Ryan: focused on great quality without the high brow, pretentious BS. The messaging is easy-going. The color palette is classically Italian, drawing from vintage Vespa paint colors paired with stark black and off-white type.
Typography is casual but elevated, featuring our own fonts Santa Ana Sans and Beverly Drive Right, and Mike Breen’s P22 Mackinac for body copy. Wholesale Packaging System 1. Bigger window: The window of a Nicoletto’s box is purposefully double the size of most competitors. You can easily see the beautiful, tasty, bronze-cut dried pasta noodles. 2. Demystifying “bronze cut”: Many pasta brands tout bronze-cut noodles, but what does that mean? We saw an opportunity to connect with the younger demographic of shoppers that love high quality food, but may not be as versed in the lingo. In short: “Bronze-cut holds more sauce.” And truly, who doesn’t want that? 3. Scalable System: Nicoletto’s packaging system features a consistent retro, Italian inspired design, with pasta cuts differentiated by color. On grocery shelves this makes for a gorgeous, curated rainbow, like a lineup of vintage Vespas, that stands out from the crowd.
The box sides serve as a "pasta" billboard, beckoning shoppers. Nicoletto's unique pasta cuts and beautiful aesthetic make it feel like a splurge for an everyday shopper, or the perfect gift for a foodie friend. One wholesale vendor mentioned, "We have only had the pasta in store for a couple of days and it’s flying off the shelves!"
- Designed By:: Hoodzpah