The Vision
A brand identity for Flourbelly Pasta Club, built to honor Italian cooking traditions while staying rooted in community. It started as pandemic dinner parties between best friends. That turned into a lasagna delivery business. Then a pop up. Then dinner parties teaching the craft of making pasta from scratch.
The Strategy
To build a brand system that matched the quality of the food and supported the shift from delivery service to membership program. This meant a visual identity, menu design, merch, and original photography and video, all working together to bridge artisanal craftsmanship with community engagement.
The Result
A full brand identity for Flourbelly Pasta Club that successfully elevated the business from a side hustle to a membership and pop up. The system captures the hands-on, communal experience of pasta-making through thoughtful art direction and design, positioning the business as both authentic and accessible.
Role
Brand Identity
Graphic Design
Art Direction
Photography
Video
Programs Used
Adobe Photoshop
Adobe Illustrator
Adobe Lightroom
