Capabilities
- Brand Identity
- Brand Positioning
- Digital Media
- Packaging
- Signage
Objective / Solution
Reimagine the identity, story, and environment for an authentic Italian trattoria and jazz lounge located inside The Hotel at Auburn University. Named for Ariccia, Italy, Auburn University’s sister campus and home to vineyards and poets, Ariccia Cucina brings authentic Italian to Alabama, offering an array of delicious Italian flavors and simple preparations of freshly made pastas, pizzas, and traditional dishes — all made with the greatest care and highest quality ingredients.
While open since 2000, the restaurant was acquired by new owners, passionate about refining and elevating the cuisine, wine and cocktail program, and service while also ensuring that the design of the restaurant and Piccolo, its adjoining jazz lounge, inform and complement one another. The brand design was intentionally crafted to reflect the renewed passion and elevated vision.
The submarks for Piccolo utilize elements of the main logotype and nod to cocktail iconography, much like the word “piccolo” itself — defined as the smallest sized champagne bottle, a small flute, and a term of endearment for little brother, sister, or cousin in Italian.
The tagline, “When at the table one does not age,” is a well known and loved Italian saying speaks to the passion for food and time together that makes Italian culture so inviting and compelling.
The flexible, fully realized identity systems come vibrantly to life in an array of mediums in the restaurant and the jazz lounge — from cocktail napkins and coasters to menus, interior and exterior signage, and an Ariccia-branded Vespa. All designed to bring the warmth, beauty, music, and taste of Italy to its grateful second home.
The color palette blends a traditional black and cream with warm, earthy hues that are both inviting and vibrant.
Custom letterforms reflect the brand’s Italian roots and nod to vintage Italian design while the clean lines and soft corners add a contemporary touch.
The flexible, fully realized identity systems come vibrantly to life in an array of mediums in the restaurant and the jazz lounge — from cocktail napkins and coasters to menus, interior and exterior signage, and an Ariccia-branded Vespa. All designed to bring the warmth, beauty, music, and taste of Italy to its grateful second home.
The submark icon is inspired by the top of a well known fountain in the city of Ariccia that celebrates the enduring connection between the Italian and American campuses and their people.
The Piccolo logotype is reminiscent of speakeasy ephemera and music notes with modern lines that are inviting and approachable.
The submark icon is inspired by the top of a well known fountain in the city of Ariccia that celebrates the enduring connection between the Italian and American campuses and their people.
