The Vision
A brand identity for Flourbelly Pasta Club that honors Italian-inspired cooking traditions while maintaining a community-oriented approach. What began as pandemic dinner parties between best friends grew into a lasagna delivery business, then evolved into an annual subscription service teaching the craft of making pasta from scratch through an intimate dinner series.
The Strategy
To create a curated brand system that matched the quality of the food and supported the transition from delivery service to membership program. The approach encompassed developing visual identity, designing collateral materials, and directing original photography to establish a cohesive language that bridged artisanal craftsmanship with modern community engagement.
The Result
A full brand identity for Flourbelly Pasta Club that successfully elevated the business from a side hustle to a professional membership program. The comprehensive 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
Programs Used
Adobe Photoshop
Adobe Illustrator
Adobe Lightroom
