Forma Pasta

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 emoji).

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Earned Press

The New Yorker

Yelp's Top 100 Places to Eat in America

The Making Of

Meet our client, Gal Ohayon, a restaurateur for 20+ years,

and a demanding immigrant father for 28+ years. See below:

Client meetings were held in our living room. Here's me (right) and my brother (center)

pitching 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. Paint fumes surprisingly helped. 

Prepping for opening day. The anxiety is palpable. 

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

The Brand

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