Authentic Italian Rebrand

Tradition, reimagined

For the Pietro’s rebrand, the goal was to elevate the visual identity to reflect the authentic, flavorful experience the restaurant offers. While the food has always stood out, the branding didn’t fully capture that same warmth and quality. The work focused on a fresh, sophisticated design that mirrors the essence of their Italian cuisine — simple, fresh, and full of character — aligned with an inviting, family-friendly atmosphere.

The result is a confident, warm identity with rich color, clear hierarchy, and details that nod to craft without feeling dated.

My Role & Specs

Brand Audit & Discovery

The first step was gathering Pietro’s current brand materials to understand how they present themselves visually and verbally — website, physical menus, signage, billboards, and social media. This revealed what was working, what felt outdated, and where gaps existed between the visual style and the quality of the food, providing a clear starting point for a refreshed look.

Moodboard

The moodboard evolved Pietro’s existing style rather than starting from scratch. Distinctive curves in the “P” and “R” were preserved for recognition. The traditional red and green palette was retained but softened for a more modern, sophisticated feel. The original serif and sans-serif pairing was kept for a balance of tradition and clarity — bridging heritage and a polished contemporary identity.

Logo & Visual Elements

Logo and visual element ideation explored font styles and compositions through hand-drawn sketches. Attention was paid to type treatments that convey warmth, tradition, and modern elegance. Inspired by the arches in Pietro’s restaurant architecture, that shape was brought into the design as a subtle graphic element — tying visuals back to the physical space.

The primary logo retains the classic arc and signature red and green colors, offering continuity with a refined modern touch. A wordmark paired with a tagline uses a swirly serif with strong contrast. The secondary logo takes a diamond-shaped badge form, inspired by traditional Italian signage, for smaller applications like stickers, coasters, and social icons.

Supporting Design Elements

Arches inspired by the restaurant interior reinforce the connection between brand and physical space. Illustrations of popular Italian ingredients — oregano, basil, mushrooms — in crosshatch style symbolize handmade care and authenticity. These elements appear across menus, signage, and collateral for a cohesive visual experience.

Color Palette & Design Inspiration

Color draws from the classic red and green of the Italian flag while softening tones for a modern feel. Ruby and Pine are primary for typography; Crepe and Mint support backgrounds and accents; Charcoal serves as a subtle backup. Architectural elements from the interior — soft arches and rich wood textures — inspired supporting motifs that feel connected to the dining experience.

At Every Touchpoint

Stationery, business cards, letterheads, envelopes, and folders ensure a seamless brand experience. Even small items — sugar packets, to-go packaging, table tents, coasters, menus, and flags — were designed so every detail contributes to a unified, lasting impression across all customer interactions.