"We want something that stops people in their tracks. Pasta that fits into a fast-paced city like Abu Dhabi, but still feels different, fun, and full of flavour".

7CONES was all about redefining the pasta experience. A new way to serve and eat pasta. A brand that could walk the streets, turn heads, and stay memorable in a sea of sameness.

A name that honours its origins: 7CONES nods to the Seven Emirates in the UAE, with each cone serving as a playful tribute to the region, rooted in local traditions and bold in ambition.

A concept that changed the format: Pasta in a Cone made eating a fork-based dish completely walkable. The cone became an icon, sparking curiosity that led to brilliance and functionality.

A bold identity from the ground up: I designed the brand name, visual language, brand strategy, packaging, and uniforms to match the idea: portable, colourful, loud when needed, and unapologetically different.

Messaging that stuck: Pre-launch built anticipation and curiosity through the metaphor "In a world of horses, be a unicorn". Then, upon launch, I pivoted to highlighting the practicality, showing that pasta can go with you, wherever you choose to go.

Content with personality: I gave the brand a voice that could stand out online, in-store, and in conversations. A fun tone that made you hungry.

Solving a problem with packaging: I created a unique packaging solution for eating pasta that not only solved the portability issue (you can eat pasta anywhere) but also addressed the temperature issue, keeping it hot wherever you took it.

A brand that became a symbol: From takeaway cones to social posts and food trucks, 7CONES went beyond selling delicious pasta; it created something people wanted to be seen with. 7CONES was pasta that made a statement and would fit into customers' routines like never before.

https://www.brandblahblah.com/7cones