Pastaria

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Turning Up the Heat

Owner Gerard Craft, a three-time James Beard nominee, envisioned Pastaria as an Italian restaurant that would appeal to kids, adults and culinary enthusiasts alike. Partway through our work, Eater magazine named Pastaria one of the most anticipated restaurants of 2012. The pressure was on to create something bold and memorable.

Identity Materials

After taking Pastaria through our branding program, we created a visual identity with the same accessibility and warmth as the restaurant’s open kitchen. The logo’s red dot was inspired by pasta sauce, with an irregular shape that calls back to its origins as a splatter. The pasta-like typeface was hand-drawn by one of our designers. And our youthful illustrations bring a sense of fun to the brand.

Website and Mobile Site

We had two priorities for the Pastaria website: reflect the restaurant’s playful feel, and make sure potential diners could easily find the information they needed from their desktop or mobile device. We also incorporated the restaurant’s Twitter stream, which often offers previews of the evening’s dishes or retweets of positive fan feedback.

Pastaria Branding Features and Awards

Our work for Pastaria has been featured on numerous design blogs, including Identity Designed, Art of the Menu, and Retail Design Blog, and in 2013, it was featured in Communication Arts Design Annual. The work has been honored by the Riverfront Times Web Awards, Brand New Awards, AIGA Design Show 18 and has won American Advertising Awards at both the local and district level.

In 2012, FEAST Magazine named Atomicdust a St. Louis “Tastemaker,” thanks in part to our work for Pastaria.

“Food should have character. And in 2012, marketing agency Atomicdust added some noteworthy personality to the local scene….When Gerard Craft needed a signature look for his newest venture, Pastaria, he called on Atomicdust to do the job. Atomicdust has given great companies with great products a strong voice through great design.”

FEAST Magazine, December 2012