State Pasta - Strategy Collective

State Pasta.

Brand Touchpoints:

Brand Strategy. Branding. Design. Digital Marketing. Marketing Strategy. Photography. Signage. Social Media. Video. Website.


State Pasta was a small pasta joint serving daily hand-crafted pasta and was born from a love of fresh ingredients and simple, delicious food made with care. Fresh, simple and uncomplicated. A perfect blend of traditional Italian with a playful Kiwi twist.

The endearing proposition of combining hand-crafted Italian pasta with good old fashioned kiwi hospitality was cleverly bought to life with a series of illustrations that blended common New Zealand slang signs with famously exuberant Italian hand gestures.

These hand gestures formed a motif that extended across all brand elements, from photography and collateral, right down to the opening hours signage on the front door.

The refined brand colour pallet and stripe element was inspired from traditional Italian pop-ups. This was reflected in the restaurant interior, and exterior styling with the stripes in the paint work and over foot path canopy. The result was an irresistible local brand who was famous for serving everybody’s favourite comfort food; hand-made pasta.