During the Familia briefing, the client asked for an ‘Italian with a twist’ brand. This indication gave me the idea for the creation of a brand that could push the client out of their comfort zone (where the magic happens) by displaying a unique and fun brand, full of iconic elements assembled exuberantly.
In the end, the client felt more comfortable with a classic style. I still think a mall is a right place to display attention-grabbing colourful designs that can be memorable and become merchandise themselves.
This bold brand is cheerful and perfect for a mall. Young people passing by, waiting for a meeting, or during a lunch break from the office are looking for something fun that can break the monotony of the day. Therefore a distinctive design is essential to becoming a recognisable establishment.
This is my take on “Italian with a twist”.