Amoretti's
A beloved local eatery known for its rich Italian flavors and warm ambiance, needed a digital presence that matched its in-person charm. This redesign project focused on creating a sleek, modern website experience that captured the heart of the brand—combining elegant visuals, intuitive navigation, and mobile-first responsiveness. The goal was to elevate Amoretti’s online identity while making it easier for customers to explore the menu, make reservations, and connect with the story behind the cuisine.
Client:
Amoretti's Restaurant
Role:
Lead Designer
Year:
2024
The Challenge
The task of rebranding Amoretti’s Restaurant—a beloved Italian eatery—posed a unique design challenge that involved addressing several key areas. Some of the challenges considered in this case study include:
Translating tradition into a modern brand identity: The restaurant needed a refreshed visual identity that honored its Italian roots while appealing to modern diners. This required developing a design system that balanced elegance with warmth, using carefully selected colors, typefaces, and iconography that conveyed authenticity and sophistication.
Creating a cohesive and flexible brand system: The brand needed to work across multiple touchpoints—from signage and menus to digital platforms and packaging. This demanded a cohesive yet flexible system that could scale while maintaining visual consistency and evoking the same welcoming atmosphere both online and in person.
Process
We began the project by diving into the heart of Amoretti’s—understanding the brand’s story, customer perceptions, and overall dining experience. Through research and collaborative discussions, we identified areas where the existing brand was falling short and how it could better reflect the restaurant’s values.
Brand discovery & audience research
Analyzing competitor restaurants and visual trends
Defining the brand personality and tone
Developing visual concepts and logo exploration
Testing brand elements for consistency and appeal
Solution
The Amoretti’s rebrand solution needed to focus on delivering a cohesive and elevated brand experience that reflected the restaurant’s authentic Italian roots while appealing to modern diners. To achieve this, the brand system had to be versatile, allowing for consistent application across both digital and physical touchpoints—from menus and packaging to signage and online platforms.
Additionally, the branding needed to convey warmth, tradition, and sophistication through carefully chosen colors, typography, and visual elements that aligned with the restaurant’s core identity. Visual storytelling played a key role in connecting with customers emotionally and reinforcing the restaurant's rich culinary heritage.
Finally, the redesigned identity had to be adaptable and scalable for future growth, including potential new locations or digital ordering features. By focusing on these core objectives, the Amoretti’s brand redesign provided a timeless, compelling solution that elevated the customer experience while staying true to its roots.
Key takeaways
Creating a brand identity that reflects the restaurant’s personality and values can enhance the customer experience and build long-term brand loyalty. Developing a cohesive visual system—including logo, typography, and color palette—ensures brand consistency across physical and digital touchpoints. Maintaining authenticity while modernizing the look and feel is essential to attracting new audiences while retaining the charm that loyal patrons love. Ensuring that the branding is flexible, scalable, and visually engaging is critical to supporting future growth and continued customer engagement.