Maysa’s Fresh Pasta
This project is focused on rebranding family-owned local Jordanian pasta company called Maysa’s Fresh Pasta. My main goal is to help the local and fresh handmade pasta packaging stand out from other competitors in corporate supermarkets.
case study. brand identity, packaging, print and website
Art Direction > Soonduk Krebs
Food Photography > Layla Salem
The Challenge
It was important to me to respect the traditions surrounding Maysas Pasta and promote its straight from the source, family owned, homemade and local Jordanian pasta company aesthetic. It is special from its competitors in corporate super markets and I wanted to promote that, while forming a strong brand identity for years to come.
"‘In 2011 my family and I spent nearly a month in Italy where we rented a car and toured with no boundaries or restrictions, where we discovered the real Italian taste. I felt like there was a seed of passion planted inside my heart, towards Italian food; especially homemade pasta, in all its forms, shapes and sizes. After returning home, I became obsessed with pasta! I started making my own pasta from scratch, each time in a different way while the results were encouraging me more and more throughout my experimentation phase, experimenting with all types of sauces, cuisines and forms of cooking fed that seed of passion as it grew into a plant eager to grow even more.”