A psychedelic identity for @pastadreams @otherwaylondon was enlisted to create the design identity for Pasta Dreams – a partnership between TV chef Jamie Oliver and Taster. Otherway’s aim with the branding was to step away from what people might traditionally associate with Italian food by emphasising retro design details. The Pasta Dreams design concept seeks to appeal to younger customers rather than Oliver’s “traditional audience demographic”, yet there was an important balance to strike between unexpected and on-brand.