Prati Italia is a locally-owned and operated, concept restaurant, in a popular shopping district in Jacksonville, Florida. Due to trademark issues with an international chain moving into the area, the owners used this opportunity to revisit a passion they shared for Italian cuisine and bring their own spin to a commercial shopping mall location, saturated with chain restaurants.
Rename and rebrand the new concept, coordinate the redesign in concert with the remodel of the interior space and exterior building, and deliver key design tools to support marketing efforts to relaunch the brand.
Define a project schedule that delivered items needed to meet prioritized milestones (e.g. share brand concept & visual direction with interior design firm; deliver logo designs to estimate, plan, produce and install signage, etc.)
The first few weeks were spent completing a brand audit, naming workshop, competitive analysis, and moodboard. Then our findings were delivered in a Brand Direction document that outlined our thinking, and a Design Direction document that expressed our path.
The name was inspired by the sophisticated, food-centric Prati district in Rome. Just like the namesake, Prati Italia serves as a local hotspot that draws people in. The brand identity took influence from this concept of a central location where neighbors converge, and the style was inspired by the offbeat typography found in signage around Rome, and vintage Italian Art Deco design.
The branding quickly established them as a bold, sophisticated restaurant, with a unique story to tell. Their launch was well received by loyal fans and new patrons alike.
Thank you so much for a great project! So appreciate you both & the time working together. Appreciate your flexibility, great ideas, communication & professionalism w/ our project.
— Sarah Marie Johnston
We delivered an identity package that provided guidance and direction for applying the look to a new website; messaging that introduced customers (and employees) to the new restaurant concept; and equipped the marketing team with all the assets they needed to prepare for renovations, relaunch, and ongoing design management of their new restaurant brand.