Alla-Torre

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Alla-Torre is a chain of Italian casual-dining restaurants in Shanghai. The owners expanded the business and introduced a refreshed brand identity system alongside their new menu, interior design and locations.

Overview

The original logo was based on a handwritten script which was difficult to read and reproduce on signage and marketing collateral. The new Alla-Torre logo is custom designed with clarity and flexibility in mind.

Logo

The new logo is inspired by art-deco period lettering. This style was widely used on products, advertising and shop signage across Italy. The geometric shapes of the letters are legible at large and small sizes and can be easily rendered using processes like screen-printing, embossing and embroidery.

Color

Many Italian restaurants use the familiar- green, white and red of the Italian flag. The new Alla-Torre identity uses an expanded palette inspired by bright pop-art colors which contrast with the black and white interior of the restaurant.

Type

The primary Alla-Torre font has a clean, geometric form which complements the logo.

Icons

This set of spot illustrations includes iconic Italian designs such as scooters and coffee makers. These can be used individually or combined within collateral designs.

Collateral

  • Logo System
  • Brand Identity
  • Icons
  • Packaging
  • Signage
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