Branding a French pasta cult for Abby
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Taking cues from the world of Pastafarianism and cults, we created a restaurant identity that feels distinctive, full of personality, and weirdly intense (in the best way).
Client
Abby
Services
Brand Identity
Tone of voice
Copywriting
Design
lllustration
Industry
Hospitality
Background
ABBY is a new restaurant in Paris that’s obsessed with pasta. The handmade-daily, recipes-passed-down-through-generations, parmesan-as-holy kind of pasta. They needed a brand identity to fit their space and stand out from the sea of Italian-style restaurants in the city.
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Inspired by many historical, artistic and cultural references within the world of religion, cults and dark magic, we built a visual identity worthy of true carb worshippers. We hand-illustrated a suite of pasta characters, paired with bold colours and a mystical font.
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We rolled out the brand across digital assets and the restaurant’s collateral, including printed menus, merch, OOH and even hand crafted pasta-shaped candles.
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