Categories

Brand & Visual Identity

Contributions
Brand Strategy
Creative Direction
Interior Design
Food Photography
Date
2014 - 2021


Starting Point

A meaningful set of values.
Our collaborative efforts with the brand owners during the research and strategy phase have forged a solid foundation for building an impactful brand. This ensures the new fast-food concept can effectively and swiftly stand out, even in the bustling and fiercely competitive market. If you like, here you can dive into: Research and Strategy phase In-Store Communication.
A wide set of positive values
JOY: ‘Taste Italy’ has a passion for Italian food cooked the Italian way, with joy at its heart. HEALTHY: We cook naturally healthy food without compromising on authentic Italian flavours. We are interested in happy healthy not health for the sake of it. HERITAGE: Italian cuisine has been lovingly perfected and passed on through the generations. We continue this, by taking genuine Italian recipes and delivering them quickly and affordably to the new city generation. SOPHISTICATION: Everything we do is carefully planned and executed. From the fine nutritional balance of the food to our staffs knowledge of the food. LAID BACK: We believe that if you love something you should take your time over it. We never rush the preparation, cooking or serving of our food and we never rush the customer. We want to make their visit the most relaxing part of their day, and the yummiest! QUALITY: We start with the best quality ingredients and we deliver the highest quality service. Nothing in between in compromised, no corners are cut.
Naming
The name Nuvola, Italian for 'cloud', conveys the notion of lightness in a manner that is deeply rooted in nature. User testing demonstrated that the name is easily pronounceable for non-Italian speakers, and it evokes positive associations such as quality, friendliness, and novelty.
Logotype
The Nuvola logotype employs a classic serif typeface, incorporating a contemporary crop to strike a balance between traditional Italian heritage and a modern, progressive approach to cuisine. Nuvola's visual appeal lies in the construction of its letter forms, which harmonise with the pleasant pronunciation of the name. A primary objective was to create a die-cut of the lettering to ensure flexibility and enable diverse applications, highlighting Nuvola's dedication to premium ingredients and a distinct brand identity.
Tagline
The tagline, 'Light-Hearted Italian Food & Coffee', conveys multiple meanings: Nuvola specialises in Italian cuisine that prioritises lightness and health. Nuvola crafts food in the authentic Italian tradition, embracing a joyful and carefree approach. Nuvola delivers a breakfast and lunch experience, complemented by exceptional quality coffee, in line with the quintessential Italian tradition.
Metamorphic Symbol
Nuvola's distinctive element is not a traditional graphic mark. In the present day, "cloud" icons are commonly used to represent information technology services, hence the need to concentrate on evoking key values of Nuvola. The metamorphic symbol highlights the business's adaptive approach, providing a diverse range of offerings while maintaining a focus on light and healthy cuisine. The logotype functions equally well in solid colour or reversed out of a background colour or image. When reversing out of a background, the logotype should be positioned on the horizon line, symbolising clouds floating upwards and reinforcing the brand's unique identity.
Typefaces
The set of typefaces was meticulously chosen to accentuate Nuvola's unique character, blending a contemporary, joyful attitude with a rich heritage from the past. The logotype employs a stylised version of ITC Century Bold, a classic serif typeface, as a nod to tradition. The tagline is typeset in Bliss Light, a modern sans-serif font that balances the traditional aspects of the logotype and is set in uppercase to establish a strong horizon line beneath it. To reinforce the brand identity, a modified version of ITC Century Book was created. This typeface will be utilised for main slogans across various communication tools, particularly when Nuvola's logotype assumes a less dominant role. ITC New Baskerville Bold Italic will be used for all titles and secondary payoffs to convey a reliable voice rooted in classic Italian heritage.
Words Clouds
The harmonious blend of customised Century Bold and New Baskerville is employed to create word clouds that complement Nuvola's primary visuals, reinforcing the "light-hearted food" concept and emphasising the brand's unique identity.
Applications
Labels
The set of adhesive labels will be used on every hand made product. The design considers an high degree of flexibility capable of suit the needs of a tailored packaging within a reduced budget. The advantage of a metamorphic symbol allows to print set of labels with a changing visual that create a variegate visual impact especially when products are displayed on shelves.

Nuvola Visual Identity

In-Store Communication

Tags Design

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