Ovalle Pasta Hair-Window Carton Suite

SKU PXRT-2598

Minimal white hair-window pasta cartons where shape-matched die-cuts turn durum into silhouette hair. Plus enriched open-frame gallery stills.

Client Ovalle Pasta

Description

Ovalle Pasta is a fictional D2C dry-pasta house built around a redesigned minimalist white carton suite: OVALLE serif wordmark, variety hierarchy, cook time, and weight — with clever negative-space hair windows where amber durum becomes the silhouette. Cavatappi uses a rounded curly-cut window, Fettuccine a wavy shoulder-length aperture, and tall Spaghettoni a straight waterfall window; each face line art is original (profile earring, three-quarter, and frontal) and not a clone of the reference. Outside the dielines, loose pasta shapes, a colander hint, basil, and oil glints float with margin badges — Shape-Matched Windows, Durum Amber Glow, Cook-Clear Clarity, Suite of Three Cuts — so the collection tile reads as beauty-meets-pantry theatre, clearly distinct from Bronzora-style burgundy Italian heritage fusilli cartons and third-party pasta trademarks. Companion gallery adds enriched lifestyle keyline, fold, assembled, and open-frame presentation stills at hero mockup quality.

Brand suite Mockup presentation Packaging FMCG Food & Beverage Startup / D2C

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Design storytelling

From brief to designed solution

Ideation concept

Keep only the concept energy: white carton series, hair-shaped clear windows matching pasta geometry, clean black serif typography, and white/black + pasta-amber color story. Invent Ovalle as the brand spine, redesign faces and window silhouettes, and stage a Colgate-style enriched 1:1 lifestyle poster with floating props and exterior headlines — never anonymous Pasta-only branding, never PastaViva, never designer watermarks.

Problem statement

Clever hair-window pasta boards often lock generic Pasta-only marks, cloned face-and-window artwork, or designer studio watermarks into portfolio art, while traditional Italian red cartons crowd the same aisle. The brief needed a second distinct pasta story: an original fictional minimal-white brand, redesigned silhouette windows and faces, and a square 1080 enriched lifestyle poster with floating props and external typography — category-apart from Bronzora burgundy fusilli energy shipping in parallel.

Solution

We invented Ovalle Pasta, rebuilt hierarchy around OVALLE → PASTA → Cavatappi / Fettuccine / Spaghettoni → cook time / 500g, redesigned original face line art and hair-window die-cuts, and validated an exactly 1080×1080 enriched lifestyle packshot: three-carton hero, floating pasta/basil/colander props, and margin callouts outside the packs. Packaging, mockup-presentation, and brand-suite tags mark the work for collection filters; industries fmcg, food-beverage, and startup-d2c; artwork forced to precisely 1080×1080 with no PastaViva identity or watermark text. We also shipped a 3–4 frame enriched open-frame packaging set at hero mockup quality.

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