The Business Challenge
In a crowded and not always coherent category at the level of image, communication or aesthetics, the initiators of the Villino Verde project wanted to ensure that with the new restaurant concept they meet as many of the requirements of both their own and the target as possible, starting from the experience of the space designed with the help of a team of architects and going to the quality and diversity of the products offered in an attempt to translate customers into the amazing Italian gastronomy.
Having experience in a similar category in the food area (pastry & confectionery), the entrepreneur wanted to bring the existing business know-how to the restaurant category, turning to Brandfusion to match the new brand to the specifics of the category and type of consumer.
The strategic approach
Starting the strategy stage, we set out, first of all, to learn more about the specifics of the restaurant, starting from the meaning of the name - that relaxing place, secluded from the urban agglomeration, where you reconnect with nature and spend unique moments with family and friends. At the same time, we wanted to understand what key benefits customers are pursuing of the new brand, identifying elements such as the experience given by the created physical space or the authentic food they taste with their loved ones, elements that translate into unique memories. Once these coordinates were defined, they provided the foundation for the Villino Verde brand and formed the basis of the inspiration for its new identity.
Branding solution
The essence of the brand
We imagined the Villino Verde brand as that place of reconnection, both through the prism of closeness and integration of the natural environment, and by creating a welcoming place to spend time with family or friends. Starting from these coordinates, we set out for the new brand to have as its core the generation of always unique experiences, whether they are translated through the gastronomy offered, through the music of the decor, the carefully thought-out ambience or through a simple conversation with a loved one in a relaxing environment with a good wine.
Visual identity
In exploring the visual universe of identity, we looked for a central symbol that encompasses
the essence of the concept of Villino Verde - energy, positivity, good will and connection with loved ones. Thus, we arrived at the geometric representation of a sun built in a style with art deco influences, complementary to the environment of the restaurant. The logo highlights the harmony between elegance and nature through the simplicity of the symbol lines and the organic curves of the wordmark. The symbol is a dynamic one, the number of rays may vary depending on the application and the size of the symbol.
Geometric elements, full lines or shapes, bring a boost of elegance and sophistication to the Villino Verde identity. Simple golden lines can create complex motifs that convey wealth, joy and an energetic lifestyle while the simple geometry of the shapes counterbalances and balances the luxurious look and make it more accessible. Textures are an important component in visual identity, adding a natural, organic, human touch.
Communication & Signals
The next step in the branding process was the development of the graphic concept and communication materials, starting from the generated visual identity, materials that complete the customer experience with the spirit of Villino Verde - from the menu, business cards and flyers to personalizing the staff's attire, glasses or tableware or other interior details.
At the same time, we developed the concept for the exterior and interior signaling of the restaurant, which is very important in this category, as well as the packaging related to package or delivery orders, which has been growing strongly in the last 2 years due to the pandemic
