Design Strategy, Positioning, Messaging, Brand Identity, Collateral, Interior Design
National, Multiple Locations
A new home for a beloved pantry staple.
World famous pasta purveyor Barilla came to us to help them scale their fast-casual restaurant brand. Though their pasta products had long been household favorites, Barilla’s brick and mortar presence remained minimal, with only a few little-known, grab-and-go locations in NYC. They sought to translate their big love of pasta through a uniquely “Barilla” hospitality experience, while elevating the brand and educating American consumers about their commitment to pasta excellence.
We set out to create a space that told the story of pasta made-from-scratch while transcending preconceived notions of red sauce joints and old Italian “nonnas.” To do so, we pulled from various aspects of Italian life today instead of focusing on the past—combining the warmth of the Italian family kitchen with the conviviality of European sidewalk culture. Our design showcases durable-yet-beautiful materials to evoke the laid-back atmosphere of a streetside café. Through pattern and form, it translates the rhythms and textures of pasta into inhabitable space. The new Casa Barilla embraces the contemporary Italian lifestyle in a way that only Barilla can.
We wanted to pay homage to Barilla’s time-honored tradition of excellence in pasta while also setting the scene for a next chapter in their story.
Our design translates the rhythms and textures of pasta, providing guests with tactile and sensory moments that enhance the experience while evoking the freshness and warmth of authentic Italian dining.
Casa Barilla is an ode to the Mediterranean lifestyle, inviting guests to “live well by eating well” through a celebration of great food, great friends, and good health.