Passion Pasta is a specialty pasta which is hand-made locally in Australia from all-natural ingredients, and sold in specialty stores and delis.
The packaging was generated in order to reflect these unique qualities, as well as to show the care taken in the pasta’s production. The imagery on the label is a contemporary representation of Adam and Eve, being the world’s first lovers. The imagery implies that their love was formed over pasta, represented by the packaging as a food, worthy of being made at the dawn of time.
In addition to the Passion Pasta packaging an apron was created as a promotional item. The apron is to be distributed as a gift to the clients who purchase the pasta at the launch of the new identity. The apron is a device which demonstrates the value the brand has for their clients and further emphasises the idea of home made products coming from the heart.