Brand Building Case Study: Pastorey Pasta

The new market booth!

I first encountered Angela Storey from Pastorey Pasta about a year ago at the Blind Bay farmers market. She had displayed a collection of sourdough pastas in her stand. Something told me that this would be a brand that I would love to work with to help them grow, and I am glad to say that was correct!

In the first step, I met with Angela to interview her about her business and where she would like to take it. This helped me to get a feel for the vision of the brand and I began to work on a series of logo ideas based on that information. One of the requests from Pastorey is that the logo have two specific elements; the sprout and hands cupped. Respecting the significance of these symbols to the brand, I illustrated an original icon of the "gentle hands" and paired it with a font that matched the essence of the brand.

As this was happening, I created a survey for Pastorey to give to their customers and I used that data to further augment the logo and to build out the brand assets. I crafted a "Persona", a fictional shopper with real-life data to back her story up. Using the Persona, I fleshed out the colours, typography and layout of the Pastorey brand. I illustrated the pencil-drawn shapes and created a "pasta-pattern" to be used in further projects and used this asset to design a table runner, sign, pamphlet and business cards.

A brand book was created in both print and digital format to reference moodboards, type, tone and design choices.

As Angela was trying to get the Pastorey website up and running, I did a series of photography to populate the site and determined a photographic style for Angela to use in her own projects.

This spring the design for the packaging was finalized and it turned out great! I was happy to see that there is a printer in the town of Enderby that took care of the printing process for her. It is great when we can use local businesses whenever possible and I am glad Pastorey was able to use them in this project!

The packaging for Pastorey Pasta!

You can find Pastorey Pasta at Farmers markets around the Shuswap and North Okanagan as well as through the online store.

See more of the project here.