Who are we talking to?

Urban living – People living in the city, either under 35 with no kids or 45+ with older kids. They live busy lives but want to spend more time with friends and their partner. They enjoy the cultural events the city has to offer and like going to movies, museums, theaters, and concerts.

Why are they choosing Hello Pasta?

• Freshly made pasta every day

• Modern dishes with a twist 

• Aesthetic, central location

• Easy to order for take away

• Simple, tasty food 

• Social atmosphere, ideas for a spontaneous
  meet-up or a date with a friend

• Budget friendly 

Our role in the guests lives are ‘Your easy going hangout spot’

It’s easy, simple, and cozy. Bring the vibe home and gather around the table, or enjoy it in the urban space—a park, or by the lakes. Whether you’re on the go or staying in, we’ve always got room for one more.

Flexibility and spontaneity are key to fitting social hangouts into a busy life, and with Hello Pasta, there’s always an opportunity for just that. We serve fast, budget-friendly pasta of high quality, with a side of good vibes and comfort.

Playful child 
The playful child voice is as fun as a dog on a skateboard. It’s a voice that’s up for a bit of messing about, and a bit of … oh look, a tree*. Where were we? Oh yes, a but of diversion along the way. Sure, you’re here because you’d like a smoothie or some sausages for your tea, but that doesn’t mean we need to be all po-faced about it. If we can make this shopping trip or your visit to the Trumpet-exchange website** a bit more fun, then why not?
The playful child voice works brilliantly when the things you’re talking about are Not Very Serious. Some people find it all a bit silly and annoying. Well, that’s because they’re grown-ups. They would say that, wouldn’t they? Pffft. 

* There wasn’t really a tree. We made that up.

** There’s also no Trumpet-exchange website, either. 

The Sensualist
Sensualists use words to stir our senses from their slumber. They use words to thrill, seduce, to draw us closer – to a moment, to an emotion, to a place, to each other. 
Sensualists might caress your skin with a feather-like touch; or whisper intimate secrets into your ear. They might entice you with decadent, oozing delights, or plunge you unexpectedly into cold, clear waters. 

Sensualists don’t always make sense. Sometimes the meaning might be in the melody of their word-music, or it might unfurl, slowly, like a leaf. 

Playful child 
We use playful child to tap into our social, creative and spontaneous vibe. It’s fun, friendly and casual. 
Playful child is giving our tone of voice personality and an edge that makes you keep reading. If feels like catching up with a friend who loves to cook and have recently been to Italy but kinda forgot the recipes and had to make it all up. This arch types helps us being rebels in the kitchen, not caring about the “rules” of pasta, but inspires to try, experiment and play. It’s cute, informal and a bit quirky.

The Sensualist
We only use a dash of the sensualists voice – mainly to describe our food. We are drawing you in, making you drool over the beautiful Michelangelo masterpieces we are painting with words, describing our fresh and crunchy veggies, our al dente homemade pasta that would make your itallian grandmother so happy that she might (we said might!) overlook the fact that we sometimes use penne in our bolognese. 

It’s flakes of sea-salt falling in slow motion, decedent olive oil dripping from lips and sourdough bread, burrata that bursts over a symphony of juicy tomatoes and explodes in flavor on your tongue.

The sensualists is for describing food and vibes. Enjoy. 

Social

• For us, gathering friends around dinner is the most important thing. We love social dining, whether you hang out at our window spot or bring your pasta to-go. 

• We make the conversation social and relaxed, like talking to a friend. 

• We support social activities, social dining and communities. Enabling people to be more social in their everyday life.  

• We talk directly to the reader more “you” and “yours” less “our costumers” and “we”.

• We prefer to show pictures of people, but that doesn’t mean you can’t enjoy our pasta solo with some Netflix and couch time.

Creative

• Being creative with classic dishes, is what makes us comfortably innovative. We don’t take you out of your pasta-comfort zone, we simple add a dash of new. 

• Getting creative with cooking is one of our missions. We want to show and teach the Copenhagener’s to ditch boring recipes and be spontaneous, playful and creative in the kitchen.

Playful

• We stay playful and love to explore, fail and try again.

• We don’t follow rules when it comes to pasta and cooking. With us you can expect to find something unexpected in your classic pasta-ish. 

• Our tone is informal and playful. 

• We love Italy, but we love to play more. Taking the best from the itallian kitchen and language using it in playful and new way.

Spontaneous

• It’s our vibe to just show up and see what the day brings and what kind of pasta we feel like making – we are flexible and plans can change. The pasta in our dishes changes from day to day and we don’t take any reservations. 

• We encourage our guests to just drop by and order – our fresh pasta is quickly cooked and you can be on your way with dinner before you can say arrivederci!

Manifest

Not born in the hills of Tuscany, but freshly made in the heart of Copenhagen.

We make pasta every morning, letting it take a new shape each day. We don’t make a big fuss about the pasta’s name before it goes on your plate, we solely fuss about al denteness and taste. 
We see recipes as a friendly suggestion and a playground to explore flavors, textures and old Italian masterpieces, that we can mess up a bit – otherwise it’s giving a lot of been there, ate that.

Our secret ingredient is that something is different. That -ish to the icons. Cause when have pistachio and raspberry tiramisu ever been anything less than a smiling-face-with-heart-eyes-emoji-masterpiece?
We might get creative in the kitchen, but don’t worry, it’s not all Greek to us. It’s still sort of, mostly, Italian. In a way that it’s a warm, hug-on-a-plate comfort food, served fast and fresh, before you can say “Arrivederci!”. 

Even though we take pride in being fast, we are never in a rush. We love savoring in conversations and pasta sauce. 

Re-imagining what a classic pasta dish can be, and what it can do. Because we have discovered that there’s nothing like a creamy buttery sauce to make the conversation flow, and nothing more tasty than sharing secrets over a plate full San Daniele. 

Serving a comforting reliable pasta-hug when you feel drawn to the spontaneity of the moment. When you wake up in the morning not knowing what today have on the menu. 
We are flipping Italian dishes. We serve spontaneous hangouts, quick catchups and solo stay ins. Ditching old ways, and serving them fresh.
Hello Pasta