Semola—
Your friendly, fast-service pasta shop in Little Italy.
The owners of Ambrosia 15 approached me to develop a scalable brand for their new counter-service pasta shop, offering high-quality pasta with a ‘build-your-own’ experience. The goal was to create a visual identity that felt approachable, affordable, and family-friendly.ROLE: Creative Direction + Designer
CATEGORY: Restaurant
DELIVERABLES: Creative Concept
Print Menus
Packaging
Environmental Design
In developing the visual identity, I drew on the aesthetic principles of Italian Futurism—particularly Fortunato Depero’s use of geometry, movement, and bold color—to guide the art direction.
Part of the restaurant concept was to make the service kid friendly. I introduced Alfredo, a cheerful mascot who was always on the move, to embody the restaurant’s lively spirit and fast, friendly service.