Severino Pasta Co.

Founded in 1971 by Joseph and Anna Maria, Severino’s (as it’s called) is a family-run pasta shop located in Westmont, New Jersey. Whitepenny has been working with the company since 2003 and has had a hand in everything from macro strategy, to ad campaigns, to the design of the full line of company packaging – available in Whole Foods Markets throughout the country.

Project Goal

Help move a multi-generation, family-run business from a regional name to a national brand.

The Solution

The Severino story is rooted in family, and that family element is the foundation upon which every brand decision is made. It began with a conversation about a photo – a great image of Joseph and Anna Maria in their first pasta shop in 1971. That photo became the cornerstone of the Severino strategy. In every piece of marketing, on every package, we saw the Severino parents. One image came to represent why people connect with this brand – when you buy Severino, you’re not just buying pasta — you’re buying a piece of a family story.

What We Did

  • Strategy
  • Brand Messaging
  • Brand Management
  • Style Guide Design
  • Ad Campaigns & Marketing Assets
  • Packaging
  • Website Development


As the brand moved into Whole Foods (first regionally and then nationally), it needed a range of assets to support its expansion. We developed custom packaging and marketing assets that allowed the Severino story to be presented to an entirely new audience.

Packaging Lines

The breadth of the Severino brand and product line allows it to have a range of ways of entering the market – from dry pasta, to fresh pasta, to prepared foods.

The Shop

Severino Pasta Company still has its original Westmont, NJ, location where it offers products that can only be found in the shop.


The rise of plant-based meals provided an incredible opportunity for Severino’s to be a leader in that space. A full line of plant-based pastas and prepared meals were developed and brought to market.

We believe that branding is a comprehensive experience. Message, visual design, content, digital – all aspects need to be purposeful and aligned with who you are.


The Outcome

The company continues to grow and expand its offerings. It’s currently in Whole Foods throughout the country and has recently expanded to a new facility in order to scale its production capabilities to meet the needs of a larger audience (including Blue Apron and other online distribution channels). One of our first clients, our work with Severino Pasta Company continues to this day.


Severino Pasta Company shows how storytelling and authenticity can make any product more than just a product.