SANTINUMI - brand identity

Santinumi – Full Branding for a Bar & Eatery in Rome

Santinumi is a lively venue in the heart of Rome (Viale Carlo Felice, 37), offering a full-day dining experience: from breakfast and brunch to lunch, aperitivo, dinner, and after-dinner cocktails (santinumiroma.com).

I developed the entire visual identity — both inside and outside the venue — creating a cohesive and distinctive design language inspired by the refined geometry and decorative elegance of the Vienna Secession.

Lead Designer in charge of the full visual identity, including logo, monogram, custom typography, color palette, and tactile materials.

Art Direction for the illustrative style and patterns applied across printed communication (menus, signage, packaging) and digital assets (social media, website).

Collaboration with external suppliers and the interior team to ensure a faithful and consistent application of the brand across all touchpoints.

Research & Concept Development Analyzed the context and target audience (Roman locals and international visitors), and explored a design direction balancing historical influence (Vienna Secession) with contemporary appeal.

Identity Design • Custom typography: a bespoke typeface with clean lines, geometric ornamentation, and elegant rhythm. • Textures & illustrations: stylized foliage and linear motifs, designed as decorative patterns to enrich interiors, printed materials, and digital graphics.

Application & Rollout Partnered with printers, fabricators, and the digital team to apply the new identity across the storefront signage, menus, placemats, packaging, website, and social media channels.

Iteration & Refinement Conducted real-world tests on printed pieces and signage (including illuminated and lithographic versions), collected client and audience feedback, and made refinements for balance, contrast, and legibility.

Strong visual consistency: delivered a unified identity that aligns with the refined yet welcoming atmosphere of the venue.

Cross-channel cohesion: from the street sign to the Instagram feed, every touchpoint speaks the same visual language, strengthening brand perception.

Positive feedback: the branding has contributed to Santinumi being perceived as a stylish yet approachable all-day dining destination.

The Santinumi project required an integrated approach — from concept development to production oversight — with the goal of creating a brand identity that is elegant, memorable, and deeply rooted in artistic heritage. The result is a visual system that feels both historic and contemporary, offering guests a brand experience as welcoming and surprising as the venue itself.