The Brief
To create a distinctive brand identity for a new Italian restaurant that feels rooted in tradition while appealing to a modern audience. The goal was to develop a full visual and experiential brand system from strategy to execution that would translate across both print and physical environments.
Approach
Engaged from the inception of the project, I began by leading immersive brand workshops with the founders to uncover the heart of the brand — its voice, values, and cultural roots. These sessions defined the key pillars of the identity: warmth, authenticity, and modern relevance.
In Italian culture, sharing meals and cooking together is a cherished tradition that fosters connection, laughter, and the appreciation of loved ones. The brand name Nonni, meaning "Grandparents" in Italian, was chosen to embody this cultural cornerstone. It represents heritage, generosity, and the stories passed down through generations — all of which became central to the brand narrative.
Visually, the logo reflects this sentiment. A split "O" subtly references a well-worn, passed-down plate — a symbol of tradition and the sharing of recipes across generations. This simple yet meaningful mark captures the essence of the brand: familiar, thoughtful, and rich in history.
Execution
With the strategic foundation in place, I developed a comprehensive suite of brand assets, including:
Logo and visual identity system
Menus, signage, and printed collateral
Custom-designed tableware and packaging
Tone of voice and messaging guidelines
Colour palette and typography
A key objective throughout was to reflect Italian heritage authentically, without leaning on tired clichés. The chosen colour palette was inspired by both the Italian landscape and family kitchens — balancing modern design sensibilities with nostalgic familiarity.
I managed the entire process end-to-end, collaborating with interior designers, printers, and fabricators to ensure consistency and impact across every brand touchpoint — from the signage outside to the smallest details at the table.
Outcome
The final brand identity for Nonni tells a heartfelt story while delivering a high-quality, cohesive customer experience. It captures the warmth and hospitality of Italian family life, reimagined for a contemporary dining space. Nonni now stands out in a competitive restaurant market by offering more than a meal — it offers a sense of home.
Services Included: