Strada is a restaurant brand that has been through many iterations over the years. It was originally set up to be positioned above Pizza Express as a genuine Italian dining experience, and as often happens its initial success was taken to mean that the country needed more of them. Even though the food experience was very good, the restaurants began to suffer from a lack of customers and over expansion. The ownership of the brand seems to have been varied until it came to rest with Various Eateries, who realised that small is beautiful. There are now a handful of Stradas, rather than one on every corner and the brand is starting to become successful again.
Loose the green stripes that had been applied to all the brand iterations and create a visual identity that would help portray Strada as a contemporary Italian dining experience, with the assets to be used across all forms of marketing communication.
What We Did
Explored a wide range of creative routes looking at illustration, photography, typography and colour in order to capture the contemporary nature of the revitalised brand. The initial creative was aimed at provoking debate with the marketing team in order to help steer the definitive design direction, this approach helped get us to an exciting, vibrant and new visual identity in a short space of time.
What We Delivered
Strada is now trading strongly in three key London locations. The visual identity allows the marketing collateral to have pace and drive traffic to the website and to the restaurants. Strada is back to where it always should have been, a fun Italian dining experience.
ALL NEW INGREDIENTS
We created a cleaner and more modern logotype with a fresh blue colour palette. The addition of a monogram gives more versatility across branding touchpoints.
For print we’ve used bold, vibrant colours teamed with striking illustrations which provide contrast and standout against the cool, modern tones used in the branding.