CIAO! is a bold new take on fast-casual pasta—an identity built to disrupt tradition and resonate with a young, urban, no-filter generation. This is pasta for the TikTok age: messy, loud, and shareable. My goal was to create a visual and verbal identity that matched the energy of the product: fast, craveable comfort food that doesn't take itself too seriously. Most pasta brands lean into heritage, rustic charm, and family tradition. CIAO! needed the opposite. How to make pasta relevant for a youthful audience constantly bombarded with content and craving authenticity—with no patience for cliché or polish?