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01.14.13

Pastaria identity

Identity, Consumer

Design and marketing studio Atomicdust was brought on board to develop branding for the new St. Louis restaurant, Pastaria, the brainchild of three-time James Beard Award nominee Gerard Craft. The restaurant, which opened in late September, is rapidly earning accolades for an accessible but unconventional menu that mixes culinary masterpieces with comfortable classics.

The design embodies every aspect of Gerard’s multi-dimensional vision, accounting for the restaurant’s philosophy, its in-development menu, and its space on the first floor of Clayton’s Centene building—a space that was in the midst of design and construction when the project began.

Some things about Pastaria were certain, it was going to be unpretentious, fun and family-oriented; others, the interior design, the menu and the outdoor signage-approvals, were not. With frequent visits to the restaurant site (hard hats required) and conversations with Gerard and his team, Adomicdust built an identity with pasta-like logos and whimsical icons that, like Pastaria’s food and atmosphere, makes customers smile, laugh and feel at home.

Katie Werges/BethPorter, designers/illustrators; Rich Heend, writer; Mike Spakowski, creative director; Tim Gieseking, developer; Greg Rannells, photographer.

www.atomicdust.com