There’s definitely something magic about making pasta from scratch, and Landor tapped into the wonder of the practice with an ultra-fun design for Imperia. In their system, the brand’s pasta maker becomes a Rube-Goldberg machine, converting eggs and dough into swirly stripes and intricate shapes.

Easygoing sans serif makes the product look dignified, but fun patterns, a bubbly new wordmark, and the classic bright colors of pasta and sauce add a charming sense of play to the box.