Pasta Brothers is a concept brand that was launching a brand-new pasta line and needed fresh new copy for their product descriptions and their website. Their product is specifically aimed at the modern, trendy, and slightly quirky home chef who’s willing to experiment with new ingredients but doesn’t have a lot of time to make fresh pasta at home.
When people buy pasta at the grocery store, they aren’t familiar with the ingredients, additives, or chemicals that could be found in it. The Pasta Brothers created a range of pasta that is better than store-bought and gives great flavor, using simple (readable) ingredients.
Because this brand is new and has not established itself in today’s market, the challenge was to convey the uniqueness of its pasta as simply and succinctly as possible. Their audience has a lot of pasta brands to choose from, so it was important to make their copy distinctive, witty, and clear, or risk losing their audience to another generic pasta brand.
Seeing that the average home cook has a lot of choices, it was important to catch their attention quickly with a powerful, comical benefit, and then explain why their product is the better decision to make. The quick “Tastes Like Our Nona’s. But Better” intrigues the site visitor as to why their product is different, leading them to learn and read more.
The core message portrayed in their copy focuses on home cooking that emotionally connects you with your upbringing, and your core values while choosing better food options that support a person’s health and wellbeing.
Pasta Brothers
About The Business
Food-obsessed, slightly quirky, and often loud brothers - Luca & Michael share a passion for crafting the best pasta. Pasta Brothers is a small-batch homemade pasta brand founded by two chef-trained brothers who were greatly influenced by Nonna’s deep love of pasta making. They have taken their grandmother’s pasta-making techniques and values and elevated them to create unique takes on pasta for the modern home chef that focus on simple ingredients without the need for chemicals and other unknown ingredients typically found in generic store-bought pasta.
If you’re looking for more deets on this brand, check out my full blog post written about the Pasta Brothers here
In this blog post, I give you the FULL details of how this brand was conceived - from the client to the deliverables, their target audience, and so much more. Click over to the blog post now.
Join the Community
Sign up for Captivating Copy; an email series to help you attract more aligned clients to your business with words!
Follow along
If you're curious like me and enjoy seeing how things work behind the scenes, then come follow me on my social media accounts!
