Lidia Bastianich




New food brand identity

Brand development
Lidia Bastianich
About This Project
  • Visual identity concept creation
  • Logo design
  • Label design
  • Portrait photography
  • Packaging concept creation and design
  • Capsule design


The brand concept creation for the US star chef and restaurateur puts the protagonist at the forefront of the brand identity reinforcing brand authenticity. The use of aspects of nostalgia, the graphic tools on the packaging are reminiscent of the folded paper packets of pasta of a previous era, contrasting with strong contemporary visual elements such as the use of a saturated Red, a bold statement in the packaging of pasta and food products, creating a highly visible identity over the complete product range.