Tellini

Brand identity system for an Italian restaurant in Abu-Dhabi.

The brief was to create a fun and unique visual identity for an authentic Italian restaurant in the heart of Abu Dhabi that specializes in oven-cooked pizza. The main theme was to bring about the authenticity of the menu through the visuals, while also adding a modern and fun flare for the younger audience.

To showcase the idea of Italian authenticity, our design team did tumultuous research on genuine Italian restaurants and their cultural niches, while also straying away from cliches and kitsch. The imperative concept we found that truly resonated with the authentic Italian experience was simplicity, both in ingredients and in visuals. Since we also wanted to create an edge to the identity, we decided to center it on a condensed logotype, in both Latin and Arabic script, set apart by a contrasting colorful outline. This logotype becomes versatile and dynamic in nature in different applications and is usually seen oversized, which would give the brand a bold look while also mimicking the feel of an authentic Italian eatery. As for the color palette, which is inspired by the colors of the Italian flag, consisted mainly of warm revisited tones to reflect on the idea of simple feel-good food served fresh and hot. Paired with outlined illustrations, the identity creates a feel of comfort while also establishing a contemporary interpretation of traditional Italian visuals.  

The identity, with its simplicity, when applied constitutes a uniform and recognizable whole that sets it apart from its surrounding while remaining quite cohesive with the city fabric.