CIAO!
Background
In a world full of pasta joints that either felt too fancy or too forgettable, CIAO! was imagined as the bold, slightly chaotic, unapologetically fun middle ground. Think: grab-and-go pasta that’s hot, fast, a little messy, and always good, perfect for people who want their carbs with a side of personality.
But the challenge?
How do you create a pasta brand that doesn’t just look tasty, but feels like a mood? Something that could cut through the noise, look great on packaging, and make you laugh while you wait for your food?
CIAO! didn’t want to play by the rules. So neither did we.
Solution
Background
We cooked up a brand that’s as loud as it is lovable.
At Luminary Lab, we knew this had to be more than branding, it had to be a vibe.
So we stirred in:
A gooey, macaroni-inspired logo that looks like it might melt if you touch it.
Custom doodles with a character who lives to slurp, messy hair, bigger bite, zero regrets.
Punchy packaging that’s bold and belly-band ready (because why shouldn’t your pasta container be better dressed than you?).
And a tone of voice that says, “Come for the pasta. Stay for the chaos.”
The result? A pasta brand that’s not just memorable; it’s meme-able.
We didn’t just build CIAO!, we branded a state of mind.
