Williams-Sonoma Artisanal Pastas

Creative Agency: Pavement
Designer: Michael Hester
Project Type: Commercial Work
Client: Williams-Sonoma
Location: USA

As part of the new Williams-Sonoma Pantry Essentials line, these artisanal pastas became the first product in a comprehensive line of must-have staples for any home chef. The execution needed to be timeless and clean, yet sophisticated enough to communicate Williams-Sonoma’s core brand virtues. Each product has its own personality, yet, as a collective, hold together under a common aesthetic. These pastas are specifically intended to be a modern interpretation of classic Italian pasta packaging. Bold colors, strong lines and clean typographic elements give the packaging a confident and lasting feel.