There’s no denying that the CPG design world is deep in its maximalist renaissance, reaching for archive imagery and vintage nostalgia. Welp, we’ve got another pasta brand that’s leaning into it.
Italian design studio nju:design created the identity for Pasta Fortuna, an artisanal pasta brand rooted in the traditions of Basilicata in Southern Italy, by turning centuries of superstition and maternal love into a graphic language that feels current.
The illustrations are flat, gestural silhouettes of good-luck symbols pulled directly from Southern Italian folk culture, rendered here in a simplified shape that sits somewhere between a Matisse cutout and a modern risograph print. What makes this brand so enchanting is that nju:design managed to encode so much cultural meaning—a mother’s name, a regional symbol, generations of pasta-making tradition—into a visual system that’s completely approachable. And that’s no small feat.
