Woopa! Crafting a Playful Brand Identity for a Contemporary Pasta Brand by StudioDraft®

StudioDraft® developed the complete brand identity for WOOPA, a pasta-focused restaurant franchise created to bring a fresh, approachable, and memorable experience to the fast-casual dining category. The challenge was to create a brand that could communicate the warmth and joy associated with Italian food while remaining scalable across multiple franchise locations, packaging formats, and customer touchpoints. The project began with the development of a strategic brand foundation that positioned WOOPA as more than a pasta restaurant. The objective was to create a brand experience that felt welcoming, energetic, and instantly recognisable. In a category often dominated by traditional Italian visual cues and predictable restaurant branding, WOOPA required a distinctive identity capable of st