( YEAR: 2024 )

Design Services | Service

Brand Visual Identity

Brand Positioning

Our Role | Our Role

In this project, we helped Fine Pasta build a complete new brand identity system (VI), from brand positioning and logo design to the establishment of an overall visual language. Our goal was to create an Italian dining brand that weaves the vintage character of Dadaocheng into its cuisine — preserving cultural depth within Taipei's old-street alleyways while expressing a distinctly modern dining sensibility.

Client Background | Client

Fine Pasta is an Italian restaurant located in Dadaocheng, Taipei. The word "Fine" carries the meaning of "exquisitely refined" — a place as comfortable as home, yet full of surprises. The brand aspires to create a modern culinary memory within one of Taipei's most storied neighborhoods.

It is not just a restaurant, but a space where time slows down — amid the mingling scents of red brick, wooden windows, and Italian pasta.

Fine Pasta

The Color Language of Dadaocheng — Where Vintage Meets Warmth

The logo is rendered in soft, curved lettering that evokes the flowing quality of Italian pasta and the warmth of handmade craft. Its rounded strokes echo the welcoming atmosphere of the cuisine, while a slight slant conveys the brand's spirit of being "casual yet refined." The rhythm of the typography recalls the process of cooking — from kneading and boiling to plating, each step holding life's small details and surprises.

The color palette centers on a bold Italian orange-red, paired with creamy white and deep green, evoking a warm yet restrained Italian atmosphere — vibrant but grounded. This color strategy allows Fine Pasta's brand presence to stand out in the neighborhood while retaining a subtle, enduring everyday quality.