When long-time client Keith McNally set out to create an Italian trattoria in New York’s West Village, he asked Mucca to create a brand highlighting its home-style cuisine with a casually elegant Italian country décor. The challenge was to retain the authenticity unique to the dining experience in Italy, where the idea of restaurant branding is anathema. By creating a custom typeface to be used for everything in the restaurant, including the logo, we were able to establish a cohesive yet subtly branded look.
We worked closely with interior designers at Grayling Ltd. to create signage that establishes a casual charm.
Morandi’s understated brand allows the focus to be where it should be in a true Italian trattoria: on the warmth of the atmosphere, and the pleasure of the cuisine.