08 · Bar Madonna NY

A whole new way of being Italian in New York

Bar Madonna NY, identity and physical branding

Client: Bar Madonna, New York
Context: With Studio Guia
My role: Identity and physical branding

Studio Guia, an architecture firm in New York, invited me to create the visual identity for Bar Madonna, an Italian gastropub.

The challenge

The bar was founded by a group of arts-minded investors who wanted to attract the city’s new Italian crowd. The brief was to move away from the classic image of New York Italian food and build an identity as cool as the people behind the place.

Italian heritage, reinvented

I rethought what it means to be Italian-American in New York, with bold, fresh imagery. I developed the complete visual system and the physical branding, from plates, coasters and cutlery to matchboxes, menus and all the staff swag, plus a colorful, intense language for social media.

Deliverables

Brand deck, logo family, visual system, menu, coasters, staff uniforms and swag, and social media.

Branding Physical branding Art direction

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