COMPAS PASTA HOUSE
a transparent but profound existence
- founder workshop
- brand communication guideline
- photography direction
- logo design
- sign design
- collaterals design
COMPAS PASTA HOUSE is an Italian restaurant that wants to be open and transparent with its food sources, processes, and operation costs. This is reflected in every aspect of their visual design: a plain but prominent logo, a business card that reads like an ingredients list from a recipe, and a simple yet ingenious menu, making “ordinary '' become COMPAS' most powerful charm.
| The dan and sean Handbook for COMPAS
brand positioning
The founder of COMPAS strongly believes in the importance of transparent operations and approachable service. COMPAS wants to be a refuge for office workers and neighborhood residents in the midst of a bustling city. When stopping by COMPAS becomes as easy and natural as eating a quick bowl of noodles, it has truly become “a place where everyone feels welcome”.
brand archetype
COMPAS’ core archetype is the “Everyman”, connecting with ordinary people through the most “natural flavor” and “simple sustenance” of food. On the other hand, COMPAS’ highlight archetype “Explorer”, displays the brand's more adventurous side, aiming to make everything from the origins of each dish to its journey to the table as transparent and authentic as possible.
sizzle
A restaurant that anyone can walk into, plain flavors, farm to table, clear SOP, non-profit aspirations, and open food costs. We sorted through the keywords above to find COMPAS' most alluring feature — “a transparent but profound existence”.
| The dan and sean Handbook for COMPAS: Communication Guide
communication guide
Plain language, natural and sincere, firm warmth, short and solid text, and common sense SOP. These five keywords form the foundation for COMPAS Brand Communication Guide. Using this as a benchmark, COMPAS demonstrates cooking expertise with approachable, simple copywriting.
the moodboard
The Founder Workshop includes an analysis of keywords such as classic blue, fresh luster, earthy tones, clear and transparent, and the sound of waves on the island, from which we developed the "Moodboard", a collection of inspiration carefully curated for each of the five senses, including simple guidelines for future branding direction such as simple, neat, flat fonts and color block illustrations.
| Photographer／Hsuan Lang Lin
photography direction
Following the guidelines set by the Moodboard, we documented COMPAS' sourcing and food production process in a simple way, presenting the origins of these fresh ingredients in a fresh light, preserving the authenticity of each dish from its journey from farm to table.
logo
Simple lines that emulate the curvature of raw pasta noodles, or even a blue island, allow consumers to find their own meaning in the logo and communicating the design in a way that is easy to understand. In addition, we chose a milky white acrylic for the sign's material, creating a substance that is transparent yet compact.
| Illustrator／Chou Yu Ling
brand identity
The store's business card needed to reflect the open and transparent spirit of the brand, so we created a business card that reads like an ingredients list pulled from a recipe. We chose to intentionally highlight the cooking process in the layout, while also considering horizontal and vertical formatting for the Chinese and English text, achieving minimal visual interference that reflects the plain, yet delicious meals served at COMPAS.
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Our Offices
Taipei
7F-1, No. 429, Guangfu South Rd.
Xinyi Dist., Taipei
Shanghai
Rm. 8218, Fl. 8, No. 10, Jian Guo Middle Rd,
Huangpu, Shanghai