A new brand identity for Pastosa by Naomie Ross & Daniel Renda

Pastosa is a gourmet Italian bakery and deli with nine independently owned locations across New York and New Jersey. Working in collaboration Naomie Ross and Daniel Renda set out to rebrand the shop whose pasta they both grew up eating.

Their intent was to transform the shop’s existing image from that of a generic corner deli into a gourmet, high-end Italian food store. The resulting brand feels more upscale and authentic, reflecting the duo's personal experience of the shop and how they believe it should be depicted.

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