Alpa‘s mission is to reimagine traditional Italian pasta for a modern, health-conscious audience - delivering high-protein, gluten-free nutrition without losing the joy of comfort food.
Led by Studio Tyrrell, the brands' visual approach combines heritage and innovation while putting care, craft and founder personality at the heart of the story. We developed a system of illustrations that would compliment these values: playful, distinctive and founder-led - without compromising the premium, considered tone of the wider brand identity.
These hand-drawn illustrations span two styles: the line-art character, based on founder Regina, brings a distinct personality to the brand, while the painterly pasta and almond illustrations, inspired by classic Italian food imagery, nod to both heritage and craft.
By extending these static illustrations into looping animations, the work opens up new opportunities for playful storytelling across platforms, reinforcing Alpa’s mission to support a healthy, active lifestyle and bringing a sense of joy to the nutrition space.
The Result
The result is a balance of natural and modern. A visual system designed to bring warmth and possibility to the brand's storytelling, as well as signalling confidence and maturity for a start-up ready to make its mark in a growing, competitive sector.
Client: Alpa
Strategy, brand identity and packaging by Studio Tyrrell.
Illustration, character development and animation
by Form Play.
Form Play got the tone just right – charming, distinctive and totally in step with the wider brand. They made the process feel effortless and the result brings real personality and clarity to the work.
Oliver Tyrrell
Founder, Studio Tyrrell
With Alpa, it wasn't just about portraying the founder. It was about creating a character that could carry energy and playfulness - even in static formats - to help the brand feel relatable. Each vignette, movement or gesture is designed to build recognition and spark connection.