DuePiùTre – Più Che Hamburger Visual Identity

DuePiùTre – Più Che Hamburger Visual Identity is a comprehensive brand identity system that exemplifies the fusion of American casual dining culture with authentic Italian culinary traditions, developed in 2015 for a distinctive bistrot in Milano. The visual identity's centerpiece features a characterful bulldog mascot wearing a chef's hat, chosen for its dual significance as both a historical United States Navy mascot and a personal connection to the establishment's partnership. This Bronze A' Design Award-winning design system encompasses a complete 360-degree brand experience, incorporating logo design, environmental graphics, digital presence, and interior decor elements. The identity utilizes a powerful yellow and black color scheme, chosen for its psychological associations with dynamism, creativity, and wisdom, while effectively commanding visual attention. The design philosophy emphasizes sustainability and natural materials, incorporating wood, iron, paper, and recycled cardboard throughout the physical implementation. A notable innovation within the project includes the creative solution to interior decoration challenges through the development of photographic flower postcards mounted on clay pots, demonstrating the designer's ability to solve practical problems while maintaining aesthetic coherence. The comprehensive visual system successfully bridges the establishment's unique positioning of offering more than traditional hamburgers by incorporating Italian culinary excellence, effectively communicated through strategic visual elements and typography that resonate with both local and international audiences.

Author: Adam Dawson

Keywords: visual identity design, restaurant branding, mascot logo design, Italian-American fusion, sustainable design materials, environmental graphics

SOURCES:
https://competition.adesignaward.com/57055

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