A bold identity for a new era of pasta.

In 2023, Pastai Sanniti, a historic pasta factory in Sannio, enters a new phase thanks to the acquisition by the two-Michelin-starred chef Giuseppe Iannotti. A bold and contemporary vision has transformed every aspect of the brand, leading it to break with the past to project itself towards an innovative future.

The rebranding was born from the encounter between the extraordinary quality of the products and a radical narrative approach, inspired by the legendary figure of Mazzamauriello, a mischievous elf of the Samnite tradition.

Mazzamauriello, a mythical and mischievous figure of the Samnite culture, has become the symbol of the project. This elf, with his pointed hat, has been reinterpreted in a modern key: an alchemist of flavors who wanders around the pasta factory while production is in progress, leaving the mark of his magic.

Hence the idea of the brand: Alchemy of wheat.

The visual identity is a balance between minimalism and narration.

Essential lines, a sober color palette and clean typography interact with humorous illustrations inspired by the world of Japanese comics. This contrast creates an identity with a great personality, capable of communicating with a modern audience without sacrificing its connection with tradition.

Ingredients: 100% Durum Wheat Semolina and Water