Dina Akasheh
Role: Illustrator
Tools: Procreate, Adobe Illustrator
Year: 2025
Inspired by the convenience of local street food, Yiayias Pasta introduces a new concept: street pasta.
I was tasked with creating the brand’s central illustration, a stylized, abstract interpretation of a Yiayia. The illustration follows a one-color line art approach, with gaps and intersecting lines that give it a contemporary, minimal feel.
The logo encapsulates this sentiment with a playful yet authentic illustration of a Yiayia, symbolizing the tradition and care that goes into making fresh, homemade pasta.
The aim was to avoid literal or cartoonish visuals, and instead capture the essence of a grandmother figure in a warm, modern way that aligns with the brand’s clean aesthetic.
The design is a harmonious blend of illustration and typography. The hand-drawn illustration of the 'Yiayia complemented by the bold, san-serif artisan font that reflects the casual and friendly nature of the brand. The addition of a bright yellow backdrop radiates joy and energy, creating a welcoming ambiance.
In addition to the main illustration, I worked on custom pasta graphic elements, including Campanelle, Fusilli, and Gemelli, to be used across the menu.
I worked alongside the branding team to ensure these illustrations felt consistent, playful, and easy to recognize, while enhancing the overall storytelling of the food offering.
