7CONES
The Unicorn of Pasta: bold, delicious, portable, and made to stand out in a world of horses.
THEY SAID
We want something that stops people in their tracks. Pasta that fits into a fast-paced city like Abu Dhabi, but still feels different, fun, and full of flavour.
WE HEARD
This wasn’t just about delicious pasta or packaging food differently. It was about redefining how it’s experienced. A new way to serve pasta. A brand that could walk the streets, turn heads, and stay memorable in a sea of sameness.
WHAT WE MADE
A name that honours its origins: 7CONES nods to the Seven Emirates in the UAE, with each cone serving as a playful tribute to the region, rooted in local traditions and bold in ambition.
A concept that changed the format: Pasta in a Cone made eating a fork-based dish completely walkable. The cone became an icon, sparking curiosity that led to brilliance and functionality.
A bold identity from the ground up: We designed the brand name, the visual language, the brand strategy, the packaging, and the uniforms to match the idea: portable, colourful, loud when needed, and unapologetically different.
Messaging that stuck: We launched in two stages. First, by building curiosity with the metaphor "In a world of horses, be a unicorn". Then, we pivoted to highlight the practicality, showing that pasta can go with you, wherever you are.
Content with personality: We gave the brand a voice that could stand out online, in-store, and in conversations. A tone that wasn’t trying to be fancy, but that was fun, and made you hungry.
Solving a problem with packaging: We created a unique packaging solution for eating pasta, which not only solved the portability issue (you can eat pasta anywhere) but also addressed the temperature issue, keeping it hot wherever you took it.
A brand that became a symbol: From takeaway cones to social posts and food trucks, 7CONES was selling more than just delicious pasta. It was creating something people wanted to be seen with. Pasta that made a statement. And fit in their routines like never before.
