Image Credit : Sooti Tan
Project Overview
As a long-term client, Manfredi approached Frost* Design, part of Frost*collective, with a brief for their latest restaurant venture at The Star in Sydney, Australia. Frost* Design were asked to develop and implement a new brand identity that would be integrated across visual signage, menus, uniforms and all other restaurant ephemera for this new venture.
Project Commissioner
Project Creator
Team
Executive Creative Director: Vince Frost
Creative Director: Anthony Donovan
Design Director: Benjamin Hennessy
Designer: Alex Baumann
Account Manager: Sophie Collins
Project Brief
Manfredi is a brand name synonymous with quality, building a reputation over the past three decades by redefining Sydney dining from their fine dining restaurants, through to the Espresso di Manfredi coffee range. PizzAperta is a another innovative concept, a much more relaxed open air dining experience, however, there was still an imperative for the new identity to reflect the Manfredi values and credentials. Frost* Design’s brief was to communicate this to potential customers through the creation of a new brand identity.
Project Innovation/Need
The Manfredi vision was to have this restaurant as a place that is accessible to all and reflective of Italian hospitality, inviting everyone around the family table to enjoy good food and wine. The name PizzAperta is adapted from the Italian ‘aperta’ which translates as ‘open’. The brand echoes the word ‘pizzeria’, it is easy to pronounce and refers to an open, outdoor experience that is accessible to all. The new brand name is ownable for the organisation and the integration of the Italian language creates authenticity harking back to the Manfredi family’s ancestry and culture. Furthermore, the brand identity has been developed around the vision and philosophy of the new dining experience.
Design Challenge
The challenge facing Frost* Design was to create a brand that would represent this new style of dining for Sydney while also seamlessly integrating with the existing Manfredi brands.
The identity is designed around the concept of openness and is represented through the use of a stencil typeface with no closed spaces. The word mark is made up of small common forms and shapes that become the ingredients of the brand, and when rearranged form the circular graphic pizza emblem. The bold, classic logo works with a visual system and colour palette that is reduced to black and white, designed specifically to contrast and compliment the timber, marble, and textiles of the restaurant’s interior design, integrating seamlessly with the existing Manfredi brands.
Effectiveness
The result is a new brand identity for Manfredi with a design to communicate this new style of dining to the broader public. Through the use of visual elements, which create the feel of openness, the identity reflects the new dining experience as an extension of the Manfredi brand. A holistic approach to the design has ensured the integrated creative delivered upon the client’s original brief.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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