Studio Lob, renowned design firm, has produced an imaginative brand identity for a Neapolitan eatery located on São Miguel, an island in the Azores. The brand image uniquely ties together nostalgia-inducing family meals and the symbol of removable dental prosthetics, in reference to the grandmothers who traditionally prepared these meals.
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The overall design heavily harkens back to times gone by, with everything from signage to the menus reflecting the homely, comfortable idea of a grandmother’s kitchen. A significant theme within the branding, the idea of food’s power to create lasting impressions and evoke potent memories, is symbolized through the imagery of grandmothers’ removable dental prosthetics.
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Visitors are invited to relive their precious memories and relationships through the comforting food served at the restaurant. Studio Lob’s innovative approach, focusing on emotional experiences and connections, proves how a design can be more than just a visual element and become an integral part of an emotional backdrop.
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Studio Lob went beyond regular aesthetics by adding the distinctive ‘teeth-tomato’ motif, a subtle nod to the San Marzano tomatoes well-known to Neapolitan cuisine. They included this motif deeply into the interior design, showing up in places from the menus to the wallpaper, creating an unparalleled visual appeal. This approach not only attracts food enthusiasts but also those interested in unique designs.
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The founders, Jannis Zell and Phil Zumbruch, aimed to challenge the conventional by using familiar and lovable motifs, like grandmothers and false teeth, seasoned with a dash of humor. The quirky representation fosters a sense of familiarity, fun, and cultural pride, creating a rich, engaging brand story.
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The branding consists of delightful notes like a personable tomato mascot, reminiscent of a cheerful grandma, designed to give each guest a warm, personalized welcome. The thoughtful blend of fonts recreates an ‘Italo-Western romantic’ atmosphere, contributing to the cozy, nostalgic feel of the overall project.
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The blend of unique design elements, like the signature ‘teeth-tomato’ motif and the charming grandma-esque mascot, coupled with promotional features increases engagement with visitors. Drawing inspiration from a local sports bar outing, Studio Lob included a chance-to-win-a-Margherita-pizza scratch card, merging real-life events with their novel branding strategy. This novel approach invites customers on a trip down memory lane, guaranteeing an unforgettable dining experience and exuding the undying charm of grandmother’s love.
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