Case Study โ Forni & Figli: Italian Heritage Restaurant Brand Identity
When I approached the Forni & Figli project, the objective was clear: create a brand identity that feels like it has existed for generations.
Not trendy.
Not modern minimalist.
Not fusion.
This brand had to feel like it was born in 1824 and never needed to change.
๐ง Project Context
Forni & Figli is positioned as a family-run Italian restaurant rooted in tradition.
The brand narrative centers around:
๐ generational recipes
๐ฅ wood-fired craftsmanship
๐ฎ๐น Italian heritage
๐จโ๐ฉโ๐ฆ family continuity
โDAL 1824โ is not decoration.
It is the emotional anchor.
The identity needed to visually communicate legacy and authenticity before the first bite.
๐งญ Problem & Objectives
The challenge was to create an identity system that:
โ feels historic but not outdated
โ communicates family legacy
โ supports packaging and signage
โ stands out in a crowded pizza category
โ feels rooted in Italian culture without becoming clichรฉ
The brand had to feel handcrafted and inherited โ not manufactured.
๐ Design Strategy
The system was built around three pillars:
1. Heritage as Foundation
The logotype carries vintage structure and weight.
It feels established, not experimental.
โDAL 1824โ reinforces lineage and permanence.
The typography has character โ slightly bold, slightly retro โ referencing classic Italian signage and old packaging marks.
2. Color as Cultural Code
The palette directly references Italian culinary identity: