The challenge: Bocca Felice is a conceptual project for Italian pasta, meaning “happy mouth”. Nothing says Italian food like pasta. Pasta is unquestionably the most significant dish of Italy’s food history. Wherever Italians have immigrated, they have brought their pasta along, so much so today it can be considered a staple of international cuisine. And while, nowadays pasta is made everywhere, the Italian pasta keeps its secrets with beloved, time-tested recipes that make their taste superior.
The concept: The brand identity system translates the warm and “homey” feeling that one feels while tasting this amazing, old-time classic comfort food by using bright colours – associated with an increase in people’s appetite – and by creating delicate illustrations that depict a Bocca Felice, i.e. a happy mouth. We developed a clean and playful look & feel, while incorporated a bold typography to make the brand stand out and to highlight its premium character.