Client: Ronzoni Pasta

Ask: Annual branding campaign

Insight: Guidelines, Reimagined. Some traditions are passed down. Some are created and shared – with friends, new families, and chosen families. Family and friend groups may look a little different. But the one thing we can agree on is our desire to create and learn from one another.

Concept: When we say our plate is full, it’s rarely a good thing. Filled with busy school nights and morning meetings, too many demands and long-term plans.

But what if we flipped that script? What if we started filling our plates with more of what we wanted? More just-because, more surprise and delight. More can’t-wait-for-pasta-nights. What would a full plate mean to us, then?

Let’s clear our plate of everything that doesn’t taste right, and fill it back up with all the people, places, and pasta we savor. 

Creative Director: Kim Velten
Designers: Cameron Rolf
Copywriters: Kim Velten, Nina Marciano