Challenge

When long-time client Keith McNally decided to create an Italian trattoria in New York’s West Village, he asked Mucca to give it a brand that would marry its home-style cuisine with a casually elegant Italian country décor. A major concern for us was retaining the sense of sponteneity and authenticity unique to the dining experience in Italy, where the idea of restaurant branding is anathema.

Action

We decided to create a custom typeface that would be used for everything in the restaurant, including the logo. In this way, we created a cohesive look that was subtly branded without looking overdesigned. And since our client had been known to change the name of his restaurants after the logo was approved, this strategy also helped keep us on schedule. We created a related secondary typeface to give a hierarchy to information on the menus, which we made with rustic materials including kraft paper and cardboard to give diners an immediate impression of Morandi’s commitment to homemade cuisine. The Mucca Design team worked closely with both the client and the crew at Grayling Ltd. to develop interior and exterior signage exemplifying the restaurant’s charm.

Results

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.

Recognition

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