​​​​​​​When Brami founder Aaron Gatti was discussing his passion for pasta, you could smell through the screen his displeasure with the quality of the other products on the shelf.

Consumers snap up boxes of Barilla on the regular, but do they actually know what they're eating? There are questionable filler ingredients and a grain nutrition so weak, it has to be added back in synthetically.

A key insight? People love pasta but feel guilty eating it.

Brami's better for you (BFY) pasta is made with two simple ingredients: semolina wheat and lupini beans. It packs 70% more protein, 3x more fiber & 25% fewer net carbs vs regular pasta. Most important of all? It tastes just like real pasta.

Brami came to boutique growth agency Darkroom for omnichannel e-commerce marketing and creative services, on a quest to reshape the way Americans think about pasta.

As account lead, I built and executed on an evolved vision for the brand as we prepared to promote the new line of protein-packed pasta made in Italy.

Our work with Brami led to a 28% decrease in blended customer acquisition cost (CAC) across Amazon ads, Meta ads, Google ads, and retail media channels like Instacart.

The refreshed identity informed creative briefs for ads, the DTC website, UGC creators and influencers, and Brami's Amazon storefront.