{"id":701,"date":"2022-11-09T09:54:28","date_gmt":"2022-11-09T02:54:28","guid":{"rendered":"https:\/\/bnsd.binus.ac.id\/graphic-design\/?p=701"},"modified":"2022-11-09T09:54:28","modified_gmt":"2022-11-09T02:54:28","slug":"a-psychedelic-identity-for-jamie-olivers-pasta-brand","status":"publish","type":"post","link":"https:\/\/international.binus.ac.id\/graphic-design\/2022\/11\/09\/a-psychedelic-identity-for-jamie-olivers-pasta-brand\/","title":{"rendered":"A psychedelic identity for Jamie Oliver\u2019s pasta brand"},"content":{"rendered":"<h3><em>The TV chef\u2019s new home-delivery range has been brought to life with branding that emphasises the array of patterns found in pasta dishes<\/em><\/h3>\n<p>&nbsp;<\/p>\n<p>Otherway was enlisted to create the design identity for Pasta Dreams \u2013 a partnership between TV chef Jamie Oliver and Taster, a company comprised of food sub-brands which are all focused entirely on home delivery.<\/p>\n<p>According to Otherway, the aim was to step away from what people might traditionally associate with Italian food, with an emphasis on retro design details.<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-702 aligncenter\" src=\"http:\/\/international.binus.ac.id\/graphic-design\/files\/2022\/11\/Screenshot-2022-11-09-094949.jpg\" alt=\"\" width=\"478\" height=\"480\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>The playful identity comes to life in a set of animations. Blobs of olive oil float through the air, and in the Pasta Dreams logotype, they rise up to form the counters in the letters A and R.<\/p>\n<p>Meanwhile, towering strips of pasta rotate hypnotically on repeat alongside oversized ingredients, all arranged in a collaged visual.<\/p>\n<p>&nbsp;<\/p>\n<p>The psychedelic imagery carries through to the packaging, which highlights the \u201cshapes, swirls, and splashes\u201d people come across when cooking pasta and features a warm palette of peach, orange and brown.<\/p>\n<p>The Pasta Dreams design concept seeks to appeal to younger customers rather than Oliver\u2019s \u201ctraditional audience demographic\u201d, yet there was an important balance to strike between unexpected and on-brand.<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-703 aligncenter\" src=\"http:\/\/international.binus.ac.id\/graphic-design\/files\/2022\/11\/Screenshot-2022-11-09-095225.jpg\" alt=\"\" width=\"691\" height=\"593\" \/><\/p>\n<p>As Otherway founder Jono Holt told us earlier this year, in a piece about the\u00a0<a href=\"https:\/\/www.creativereview.co.uk\/food-branding-advertising\/\">shifting aesthetics<\/a>\u00a0of restaurants and food brands, a radically different design identity has to mesh with whoever is fronting it.<\/p>\n<p>\u201cWe always say to people: at the end of the day, this is your brand! So it\u2019s got to sit comfortably with you,\u201d he said.<\/p>\n<p>\u201cWhether that\u2019s the name or whether that\u2019s the tone of voice and all that sort of stuff, don\u2019t mismatch. If you\u2019re not up for making noise and cutting through and being disruptive, then don\u2019t design a brand that\u2019s going to do that.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-704\" src=\"http:\/\/international.binus.ac.id\/graphic-design\/files\/2022\/11\/Screenshot-2022-11-09-095350.jpg\" alt=\"\" width=\"671\" height=\"598\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>Source: <a href=\"https:\/\/www.creativereview.co.uk\/jamie-oliver-pasta-dreams-branding\/\">A psychedelic identity for Jamie Oliver\u2019s pasta brand (creativereview.co.uk)<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The TV chef\u2019s new home-delivery range has been brought to life with branding that emphasises the array of patterns found in pasta dishes &nbsp; Otherway was enlisted to create the design identity for Pasta Dreams \u2013 a partnership between TV chef Jamie Oliver and Taster, a company comprised of food sub-brands which are all focused [&hellip;]<\/p>\n","protected":false},"author":41,"featured_media":705,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-701","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles"],"_links":{"self":[{"href":"https:\/\/international.binus.ac.id\/graphic-design\/wp-json\/wp\/v2\/posts\/701"}],"collection":[{"href":"https:\/\/international.binus.ac.id\/graphic-design\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/international.binus.ac.id\/graphic-design\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/international.binus.ac.id\/graphic-design\/wp-json\/wp\/v2\/users\/41"}],"replies":[{"embeddable":true,"href":"https:\/\/international.binus.ac.id\/graphic-design\/wp-json\/wp\/v2\/comments?post=701"}],"version-history":[{"count":0,"href":"https:\/\/international.binus.ac.id\/graphic-design\/wp-json\/wp\/v2\/posts\/701\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/international.binus.ac.id\/graphic-design\/wp-json\/wp\/v2\/media\/705"}],"wp:attachment":[{"href":"https:\/\/international.binus.ac.id\/graphic-design\/wp-json\/wp\/v2\/media?parent=701"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/international.binus.ac.id\/graphic-design\/wp-json\/wp\/v2\/categories?post=701"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/international.binus.ac.id\/graphic-design\/wp-json\/wp\/v2\/tags?post=701"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}