My Fair Pasta: Digital Identity for an Artisan Pasta Brand

The Starting Point

Giulia Magri Zegna Baruffa is a designer by profession and a pasta maker by passion. My Fair Pasta was born from a precise vision: to transform an ancestral domestic gesture — making pasta by hand — into a contemporary, elegant, and highly evocative experience.

The mission was not just visual: it was about building from scratch a brand capable of communicating the project's refinement and positioning it in the premium segment of the experiential market, among luxury hotels, art galleries, and specialized media. Giulia already had a clear direction: "pasta as a haute couture dress"; but the digital and visual architecture to express it consistently was missing.

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Brand Identity and Art Direction

The first step was to define the visual identity. The color palette recalls the warm tones of semolina and flour, with elegant accents that evoke Italian haute couture. The typography was chosen to balance artisanal warmth and contemporary rigor.

The naming itself — My Fair Pasta — carries a double meaning: the cultured reference to My Fair Lady and the disarming simplicity of the manual gesture. The entire visual identity strives to remain true to this duality: poetry and precision.

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Website design and development

The site was designed and developed on Webflow with a user experience tailored for the brand's two macro-audiences: individuals and professionals (hotels, galleries, businesses) looking to book an experience. The structure is built around four macro-services: Pasta Experience, Pasta Class, Pasta Therapy and Atelier di Pasta.

Each section not only describes what the service is, but also how it is experienced. The site's poetic lexicon — "a meditation born from the hands," "fine as a veil, generous as an embrace" — is an integral part of the design, as carefully crafted as the typography and layouts.

The Webflow CMS flexibly manages the section Incontri di Bellezza — a dynamic gallery of collaborations and events — allowing Giulia to autonomously update content as the brand grows.

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Editorial strategy and content

The website doesn't just present services; it tells a story. Giulia's narrative — "I learned from the hands of the women in my family: Ninì, Pierangela, and Maria" — becomes the central pillar of communication, clearly differentiating My Fair Pasta from any generic cooking workshop offering.

This precise editorial choice allowed the brand to position itself as a credible and sought-after partner in high-profile contexts, from the Milano Design Week to theADI Design Museum, fromILTM Cannes to the Meliá Milano.

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Results

The website and visual identity developed enabled My Fair Pasta to be featured in over 10 luxury venues between Italy and France in its first year. The brand collaborated with entities such as Deodato Art Gallery, INEOS Grenadier, RAW Milano, Arbiter Magazine, and Domaine Majou in Occitanie. The event at Milano Design Week brought together over 200 guests in front of the ADI Design Museum.

My Fair Pasta is not just a pasta project; it's a project of culture, elegance, and memory. Digital tools were the means to give it the recognition it deserved.