Brand identity · Art direction · Verbal identity · Packaging

Al Dente is a pasta brand built around spontaneity, comfort and late-night cravings. Moving away from traditional Italian codes, the project creates a bold, playful universe where pasta becomes more than food: an excuse to connect, indulge and stay a little longer.

Oportunity

Pasta brands often rely on traditional Italian codes, nostalgia and authenticity.
Al Dente sees an opportunity to turn pasta into something more cultural, spontaneous and contemporary.

Consumer insight

Food is rarely just about hunger.
Sometimes, you’re craving a feeling.

For people who…

…don’t need an occasion to make a moment out of it.
Young, urban and spontaneous people who see food as part of their social life — from dinner with friends to the kind of late-night craving that can’t wait until tomorrow.

Brand Strategy

Late night pasta culture
Pasta as comfort, connection and spontaneity.
Bold · Playful · Flirty · Spontaneous
The one you call after midnight.

YOU UP?

Verbal Identity

ONE NIGHT WON’T HURT.

CALL ME WHEN YOU’RE HUNGRY.

Short, playful and slightly provocative, Al Dente speaks like a late-night text. Humour, double meanings and everyday cravings shape a spontaneous and unmistakable tone of voice.