Ottolenghi rebrands, harmonizing tradition with innovation
High-end gastronomy brand, Ottolenghi, has refreshed its logo and branding, in collaboration with Irving & Co and Studio Graft, adding a lively and upbeat aura. The new logo, featuring a bold, modern typeface, perfectly mirrors Ottolenghi’s unique and lively essence.
The rebranding aimed at revitalizing the company’s identity, catering to a changing clientele and forward-looking expansion plans. Even with the changes, the iconic red-and-white logo and deli signs remain, showcasing a balance between tradition and innovation.
The brand successfully incorporated modern designs, while maintaining its recognizable minimalist identity. The red-and-white schema symbolizes freshness and boldness, pivotal aspects of the Ottolenghi brand. The deli signs introduce a personalized hospitality feel, creating a consistent ambiance across all outlets.
With the branding overhaul, Ottolenghi preserves its visual consistency but adds artistic originality.
Ottolenghi’s rebrand: balancing tradition and innovation
Emphasizing its commitment to bold flavors and innovative culinary experiences, it appeals to modern consumers who value both tradition and novelty.
The reimagined logo now features an animated sun symbol, reflecting its Mediterranean roots. This symbol is expected to serve as a distinctive trademark throughout the brand’s evolution.
Another facet of Ottolenghi’s identity emerges through face illustrations by artist Ivo Bisignano. These bring a playful touch to the brand’s digital presence and product packaging. They add vitality and a humanistic element, evoking a range of emotions that connect with the audience.
Irving & Co introduced cut-out illustrations of staple ingredients on deli paper bags, enriching the brand’s association with high-quality ingredients. This unique choice consolidates the brand’s image and resonates with customers.
The redesigned Ottolenghi brand name stays true to its original integrity, with small tweaks enhancing the brand’s typeface features. These maintain the authenticity of the brand while subtly elevating its visual aesthetic.
Ottolenghi’s Chief Growth and Marketing Officer, Shona Campbell, expressed a fondness for the logo while signaling a desire to add diverse sentiments to the brand, emphasizing on offering dishes that exude joy and delight.
