Familia // Designer’s Pick // Luxembourg

Background. 

Familia is a new pizza and rotisserie restaurant set to open in the near future within a medium-sized shopping mall in Luxembourg. Apart from the name Familia, the client did not provide specific guidelines regarding style, colours, and the desired emotional tone for the branding. However, it was clear from the start that a strong brand was necessary to capture the attention of the mall’s fast-paced clientele. To address this, I opted for a modern classic style that is unique, lively, flexible, and able to convey strength in a playful manner.

Familia
/fəˈmɪlɪə/
noun – HISTORICAL
a household or religious community under one head, regarded as a unit.
(Oxford Languages)

The word Familia has historical roots in Latin.
While its immediate perceived meaning is ‘household,’ it can also represent a group of very close friends who feel like a family.

The creative process.

I created a custom wordmark that drew loose inspiration from the 1975 Nasa logo, incorporating elements such as curved lines, a minimal aesthetic, and sans-serif typography. As a secondary typeface, I chose Jura, which complements the primary typeface effectively. These two modern typefaces have been combined to visually evoke the shape of a wood-fired oven traditionally used for cooking pizza in Italy.

The primary logo also features a hexagonal mark with the Familia word-initial ‘f’ and text positioned around it. This element can serve as a substitute for the full wordmark, providing a ‘stamp effect’ that introduces a playful contrast to the neat and minimal look of the other logo components without creating graphic inconsistency.

Moreover, the hexagonal mark can function as a secondary logo. When positioned with the right rotation, it resembles a checkmark that subliminally conveys a reassuring sense of positivity. Additionally, it can be utilized as a visually appealing graphic element on collaterals and as an attention-grabbing shape and symbol on merchandise.