Eggs Flour Salt

ORIGINAL LOGO

Built from scratch.

Ready for its next chapter.

Eggs Flour Salt is a small-batch handmade pasta business based in Mornington, built around a beautifully simple philosophy: great pasta starts with great ingredients.

When Lily came to Jay.Creative, the business was at the beginning of its next chapter. With fresh handmade pasta, dried pasta shapes, sauces, pangrattato and parmesan on the horizon, the brand needed an identity that could feel distinctive on a market stall, considered on a shelf and memorable online.

The goal was to create something that felt handmade without being rustic, premium without being precious, and Italian-inspired without falling into cliché.

Lily wanted to establish a complete visual foundation for Eggs Flour Salt before launching the product range.

The brand needed to work across:

  • Fresh handmade pasta

  • Dried pasta

  • Sauces

  • Pangrattato

  • Parmesan

  • Farmers' markets

  • Packaging

  • Social media

  • E-commerce

  • Print collateral

Most importantly, the identity needed to be flexible enough to grow with the business rather than needing to be reinvented as new products were introduced.

The Challenge

The name Eggs Flour Salt already had a strong story behind it; three simple ingredients, used to create something people love.

The challenge was turning that simplicity into a visual identity that felt just as considered.

The brand needed to communicate craftsmanship and quality without relying on predictable pasta imagery, Italian flags or traditional trattoria styling.

Instead, the direction was to create a contemporary food brand with a strong sense of place, personality and recognition.

The Solution

Jay.Creative developed a complete visual identity centred around simplicity, craftsmanship and the three ingredients at the heart of the business.

The result is an earthy, editorial identity that allows the food to take centre stage while creating a recognisable visual world across every customer touchpoint.

The Brief:

Services Provided

Brand Strategy • Brand Identity • Brand Guidelines • Graphic Design • Social Media Support

The Brand Identity

The Eggs Flour Salt wordmark became the hero of the identity.

A distinctive, high-contrast serif treatment gives the name an editorial quality, while the stacked arrangement creates a strong visual block that works beautifully across packaging, signage and digital applications.

Rather than creating a literal pasta icon, the brand's supporting motif became three overlapping eggs.

Simple, distinctive and directly connected to the name, the motif gives Eggs Flour Salt a shorthand that can eventually become as recognisable as the wordmark itself.

It can be used independently across:

Packaging • stickers • deli paper • social media • signage • apparel • stamps • labels

Packaging System

The identity was designed from the beginning with packaging in mind.

Rather than treating every product as a separate design, a cohesive packaging system was created so the range feels like one family.

The system extends across:

  • Fresh pasta boxes

  • Fresh pasta sleeves

  • Dried pasta packaging

  • Sauce jars

  • Pangrattato tubs

  • Parmesan tubs

The result is a product range that feels connected while still allowing individual products and flavours to have their own identity.

A Palette Inspired by the Ingredients

The colour palette was designed to feel earthy, warm and contemporary.

Terracotta became the signature brand colour, bringing warmth and appetite to the identity.

Sage introduces an organic, ingredient-led quality, while Slate provides a cooler contrast.

Charcoal anchors the brand and creates strong contrast, while Cream provides the soft, natural base across packaging and digital applications.

Together, the palette gives Eggs Flour Salt a distinctive presence without overwhelming the products themselves.

Farmers' Market Experience

Because Eggs Flour Salt is a local food business, the physical market experience was an important part of the brand.

The identity was translated into a market environment designed to feel warm, considered and inviting, rather than overly commercial.

The system incorporates:

  • Branded market signage

  • Table styling

  • Product displays & Price signage

  • Branded table textiles

  • Packaging

  • Staff apparel & Shopping bags

  • Deli paper

The goal was to create a stall that customers could recognise from across the market.

Deliverables

Brand Identity

  • Primary logo

  • Secondary logo applications

  • Signature three-egg motif

  • Colour palette

  • Typography direction

  • Brand styling

  • Tone of voice

Packaging

  • Fresh pasta packaging direction

  • Fresh pasta sleeve

  • Dried pasta packaging direction

  • Sauce jar labels

  • Pangrattato packaging

  • Parmesan packaging

  • Packaging system and hierarch

Digital

  • Instagram visual direction

  • Social media templates

  • Instagram profile styling

  • E-commerce/Shopify art direction

Market

  • Market stall creative direction

  • Signage

  • Product display direction

  • Staff apparel

  • Shopping bags

  • Deli paper

Brand Guidelines

  • Logo usage

  • Colour system

  • Typography

  • Motif usage

  • Photography direction

  • Tone of voice

  • Packaging direction

  • Social media direction

  • Brand application examples

The Outcome

Eggs Flour Salt now has a distinctive brand foundation built to grow with the business.

What began with three simple ingredients has become a complete visual language that can move seamlessly from a handmade pasta box to a farmers' market stall, from a sauce jar to Instagram and from a local Mornington business into a broader food brand.

Most importantly, the identity gives Lily a brand that feels recognisable, ownable and genuinely hers, while leaving plenty of room for Eggs Flour Salt to evolve.

Three simple ingredients.

One distinctive brand.

A whole lot of pasta to come.

Next

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