Design · Brand/Branding
Rigatonni
How a blocked name turned into a full brand
It all started with a problem...
Before it was Rigatonni, the idea was called Ciao Pasta. The client already had a clear picture of how it should look: a box-style package carrying the same logo with the brand name inside.
The problem was that Ciao Pasta was already a registered trademark in Argentina. The name they had in mind couldn't be used.
That's when we proposed something different: making naming part of the branding process itself. They agreed, and the brand started taking shape from that first conversation...
Where the name came from
The name grew out of the product itself: rigatoni, one of the most recognized pastas among people who love authentic Italian food. When we asked what animal would best represent the brand, they said a lion, for the dominance, strength, and presence they wanted to project. That's how Tonni was born too, the lion who gives the brand its face and voice.
Meanwhile, the real business was taking shape too
The branding wasn't built in a vacuum. While we defined the brand system, Rigatonni was already sorting out where the location would be, putting the menu together, and closing the last details before opening.
That put an extra commitment on the table: the brand had to be ready for opening day. We had to keep pace.
How we worked on this project
When we presented the full proposal, the response was immediate: they liked it so much they decided to move forward with the whole process without a second thought. With an opening date already set, we organized the fifteen days like this:
- Days 1-3Primary and secondary logo with its variations, typeface selection, and color palette with its technical color sheet, in CMYK, RGB, and Pantone.
- Days 4-6Full export of the logo in every format and size needed for web and print.
- Days 7-9Brand manual, with correct and incorrect usage rules.
- Days 10-12Social media kit, using product photography the client already had.
- Day 13Full quality control across every deliverable.
- Days 14-15Administrative close-out and final delivery.
Delivery day
We closed with the delivery of the full brand manual: the logo in every version, the palette with its technical codes, and the usage rules explained one by one. Everything arrived documented before opening day, ready for Rigatonni's team to use without depending on us.
What they told us at delivery
When they saw the finished brand applied, the result convinced them enough to recommend us directly to another business in the family, who reached out to us after seeing the work.
Work delivered
- Primary and secondary logo, with variations and black-and-white versions on different backgrounds.
- Color palette with full technical codes (CMYK, RGB, HEX, Pantone).
- Typography system: Recoleta for headings, Gellix for body text.
- Sticker-style illustrations of Tonni, the brand's lion.
- Complementary patterns and graphic elements for use across pieces.
- Verbal identity: tone of voice and the messages that repeat across the brand.
- 12-page brand manual, with usage rules.
- Kit of 6 posts and 3 stories, ready to publish.
Timeline
Two business weeks: from the first meeting to a finished brand manual. The project was built for Rigatonni, in Buenos Aires, Argentina. We've worked with clients outside Colombia from the start.
Want the same for your brand?
If your brand needs a full system, whether you're starting from scratch or looking to refresh it, this is exactly the kind of project we like to take on.