Our friends at Alfresco Pasta came to us in 2020 with an idea for an Italian market in Nashville’s bustling Germantown neighborhood. They knew their spot would serve handmade pasta, offer imported specialty goods, and be an asset to the community. Using those building blocks, they were open to any creative identity we could dream up. 

We worked on several concepts for names, but ultimately settled on “Little Hats,” which is a loose translation of the name “cappelletti” pasta. Sure, it’s not the most obvious name for an Italian market, but helped establish the fun personality of the brand. We paired this name with classic type lockups, lots of hand-illustrated pasta shapes, and fun, quirky elements that lean into their welcoming vibe.