mio



Details

Branding
Campaign
2025

Overview

mio is a branding concept for allergenfree pasta to go, designed especially for highly frequented spaces such as train stations, where food often feels rushed and impersonal. The idea was to position allergen-free pasta as a quick, customisable, and enjoyable everyday option rather than something defined by restriction. Meals can be assembled individually, combining accessibility with a strong brand experience. The visual identity mixes an Italian-inspired lightness with a bold and playful aesthetic. Strong colours, striking typography, and organic shapes reminiscent of pasta create a distinctive look with high recognition value. A humorous, self-aware tone of voice was also an important part of the concept, helping to communicate the topic with ease and to move allergenfree food away from the language of compromise. A complete brand world was developed, including visual identity, packaging, spatial concept, menu system, beverage line, and campaign — creating a food concept that brings inclusive eating out of the niche and into everyday life.