Carluccio's
Revitalising an Italian classic
The challenge: Carluccio's, a beloved Italian restaurant chain under new ownership, needed more than a simple refresh – it required a brand evolution. The brand had begun to feel outdated, falling out of favour with customers and lacking the power it once held. We aimed to celebrate its history while still feeling bold and modern.
Our approach: A fresh take on Italian heritage
1. Focused rationalisation
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We stripped everything back to basics, from proposition to logo to tone of voice, identifying what truly mattered and could evolve without losing loyal customers.
2. Authentic inspiration
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We immersed ourselves in traditional Italian visual culture, drawing from vintage street signs, classic restaurant awnings, and nostalgic posters to find authentic elements worth preserving.
3. Modern interpretation
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We balanced tradition with contemporary design sensibilities, ensuring the refreshed brand would resonate with established customers while attracting new audiences seeking authentic experiences.
The solution:
La Dolce Vita, refreshed
Brand identity evolution: Refreshed the visual identity with a measured hand – evolving rather than revolutionising elements to maintain recognition while injecting fresh energy.
Comprehensive guidelines: Created a definitive brand book that formalised every aspect of the refreshed identity, ensuring consistent implementation across all touchpoints.
Menu & POS redesign: Applied the new identity to create distinctive menus and point-of-sale materials that balanced authentic Italian heritage with contemporary appeal.
Packaging system: Developed a packaging suite that brought the refreshed brand to life in take-home experiences, extending brand reach beyond restaurant walls.
Digital expression: Established clear guidelines for digital channels, ensuring the brand's personality translated seamlessly into the increasingly important online space.
The results:
Authentically future-proof
The refreshed Carluccio's brand now strikes the perfect balance – authentically Italian with just the right dash of modern zest. The consistent implementation across all touchpoints has strengthened brand recognition while making Carluccio's relevant to a wider audience. Most importantly, we've future-proofed an established brand without sacrificing the heritage that made it beloved in the first place.
“Amid an identity crisis, we took inspiration from the rich brand heritage and told a modern story. It means that customers are greeted by a brand that feels familiar, whilst looking completely new.”
Jo Randall, Associate Creative Director, Whippet