The branding concept is to create a fresh and unique visual identity that stands out from the usual designs. The goal is to provide customers with a fun and enjoyable experience where joy is the main element to share with friends and family. Everything will rhyme, menu, poster, tagline. There will be a playful atmosphere inside the venue to make people smile. The hamburger will be the protagonist of everything, few products offered but of high quality.
…when I studied in New York I was a penniless student…I could only afford frugal meals and near my apartment there was a little shop with an old gentleman of Italian origin, Leone, but everyone called him Uncle Lello, who, out of compassion, very often offered me special sandwich. He told me that “I don’t want anything, you don’t need to give me money, you reminds me when I was young” and every time before I left he greeted me with a joke.
Now Uncle Lello is no longer here and I was one of the few at his funeral but he made me understand how much generosity combined with his genuineness could change my life… that’s why I decided to open an hamburger restaurant that bears his name…”
ZioLello uses three fonts with endless possibilities: Aktiv Grotesk Regular, Helvetica Neue 55 Roman and Gyst Variable
Aktiv Grotesk Ex Regular: is the most impactful typeface, and its condensed appearance can lend itself well to functional headlines and wayfinding. This font is used for design the logo of the brand.
Helvetica Neue 55 Roman: is a versatile font, often used for body copy. Gyst Variable Regular : is a serif font and can be used as an accent for more expressive moments.
Website and Social Media
As the website, it could be, very simple and intuitive. With an home page where you can book a table, the page with contacts and location and the menu. And in the end the social networks, Where the brand can communicate news, updates, little secrets or behind the scenes and share jokes and funny frames!