We were given the opportunity to brand and design the menu for a new casual Italian family dining
concept – a 40-seater located at 328 Joo Chiat Road #01-01 that is comfortable, cozy as well as affordable and of good value.
 
Bursting with the Italian warmth of family dining where big groups of relatives gather for a feast, the direction of our design concept is to embody an energetic Italian identity with rustic textures, exuding a casual and friendly feel.
 
A whimsical font with a rustic and textured look is selected as the base of the brandmark, with the Italian flag colours as an accent simulating heat from piping hot food at the end. The moustache graphic adds a fun element and gives a twist to the brandmark, creating a "face" together with the "t" and "o", personifying an Italian chef with a thick moustache with a little spaghetti sauce on it, saying "Mamamia!" with a loud chuckle.
 
Overall, it conveys a vibrant enjoyment of casual Italian food; tasteful yet unintimidating. The design solution is extended to the business cards and restaurant menu.
 
We hope the brandmark brings a smile on everyone! Gusto Napoli opens today! Buon Appetito!