OTTIMO

OTTIMO is a fictional Pasta Brand created by me where I've applied all the core design principles and concepts to come up with a branding concept for my brand.

Deliverables

Final Digital Logo (Vector File).

Logo Meaning and Rationale Document.
Color Palette Specification
Typography Guide Logo Variation Sheet (Color, Black/White, Secondary Color Usage).
Packaging Mockup Renders

My Role

Graphic Designer, Brand Identity Designer (Solo Academic Project)

Duration

3 months. October - December 2022.

Skills Used

Typography

Branding

Color Theory

Paper Sketch

Principles of Design

Tools Used

Figma

PicsArt

PowerPoint

Challenge

Market Gap in India: Out of over 300 varieties of pasta worldwide, fewer than 10 varieties are typically sold in India.Market Gap in India: Out of over 300 varieties of pasta worldwide, fewer than 10 varieties are typically sold in India.
Goal: To create a visual brand identity for "Ottimo" that not only conveys the quality implied by its name (Ottimo means "excellent" in Italian ) but also champions its unique selling proposition: offering a wide variety of lesser-known pasta types in the Indian market.

The Solution

A custom logotype that is direct, memorable, and self-referential, using the actual shapes of various pasta types to form the letters of the brand name, thus immediately communicating the concept of "Variety".
Brand Tagline: "Thicc. Long. and Tasty~".

Process

Inspiration and Brand Strategy :

Inspiration: The lack of pasta variety in India.
Keywords: Identified key concepts that the logo must embody: Pasta, Variety, Italian, and Delicious.
Mind Mapping: Used mind mapping techniques to explore connections between "Variety" (Long Noodle, Short, Stuffed) and "Excellent" (Ottimo, Tasty) to solidify the core brand values.

Conceptualization and Iteration

Core Concept: The idea was to influence the actual pasta shapes in the letters of the logo itself.
Rough Sketches: Explored initial ideas for wordmark styling, including cursive script and different border shapes.
Final Sketching: Developed the concept into a highly detailed final sketch, where each letter was distinctly drawn using a pasta shape.

Design Rationale and Meaning

Rationale: The final logo is made up of various pasta types, symbolizing that the customer can get all varieties of pasta at Ottimo.
Letter Breakdown:
- O is Macaroni.
- T is Fusilli.
- T is Spaghetti.
- I is Rigatoni.
- M is Penne.
- O is Tortellini.

Initial Paper Sketch ⬇️

Final Paper Sketch ⬆️

Visual Branding System

Color Palette: Defined a complementary palette of Primary Colors (including red and green) and Secondary Colors (olive green, beige) to evoke Italian culinary freshness and earthy tones.
Typography: Selected Rastanty Cortez as the Primary Font for a handcrafted, authentic feel, paired with Adobe Devanagari as the Secondary Font.
Logo Variations: Created variations for different use cases, including a black-and-white version and a secondary color palette version.

Application and Mockups

Mockups: Applied the final logo and color system across various packaging types, including boxes for Classic, Seasonal Limited Edition, Frozen, and Combination packaging.

Conclusion

This project successfully translated a strategic business goal (expanding pasta variety in India) into a tangible, meaningful Visual Identity.

It provided essential experience in the entire branding process, from ideation (Mind Maps) to final production (Mockups), reinforcing the importance of design elements and principles.