Uovo
Cracking good vibes
Project Type
Brand identity
Industry
Food & beverage / Meal kit delivery
Fresh pasta for everyone
Uovo, meaning “egg” in Italian, a key ingredient in artisanal pasta, is a Hong Kong-based brand that delivers fresh, handcrafted pasta kits directly to customers’ homes, making authentic Italian meals both easy to prepare and a delight to enjoy at home.
A playful, nostalgic identity for Uovo’s pasta passion
For the brand identity, we have defined three key goals:
Appeal to a diverse customer base in Hong Kong,
Reflect the premium quality of the offerings,
Evoke a sense of warmth associated with homemade meals.
Working closely with the founder, we created an impactful and playful brand identity for Uovo, centered around a cheerful egg mascot using a rolling pin to make pasta, bringing the brand’s approachable and fun personality to life. The typography is casual yet bold, capturing the brand’s cheerful tone of voice. Meanwhile, the vivid colour palette, featuring mustard yellows, rich tomato reds, and deep greens, adds a premium yet nostalgic touch reminiscent of the 70s and 80s. This aesthetic evokes fond childhood memories of hearty, home-cooked meals lovely prepared by family members, reflecting the founder’s vision of offering authentic, home-cooked meals to everyone.
