My parents opened a pasta restaurant. My brother and I got to brand it.

The team at Forma Pasta Factory made it a success (prayer hands).

Earned press:

The New Yorker

Yelp's Top 100 Places to Eat in America (Ranked #58)

The Making Of

Meet our client, Gal Ohayon, a restaurateur for 20+ years, a demanding immigrant father with unreasonably high expectations for 27+ years. See below:

Screen Shot 2021-04-14 at 11.30.26

Pitch meetings took place in our living room. Here's me (right) and my brother (center) presenting restaurant names to the partners. Client feedback was delivered in real time, typically before we could finish our sentences.  


Getting to know the product. A meatball focus group with Partner/Chef Amit.

Getting to know the space, for inspiration. Paint fumes surprisingly helped. 

Prepping for opening day. The anxiety is palpable. 

Rare moment of calm, featuring the Matriarch/Interior Decorator, Noga Ohayon.

The Brand


Name & Logo Design

Website "About Us"



(We're #58)

Dine-In Trays


Employee Uniform


Made with Edo Ohayon, Allison Spitaels, and Alexander Mehan.