Sugo Pasta Kitchen represents everything good about eating; quality food in combination with a warm and friendly atmosphere and welcoming company. The story originates from a personal connection to family dining, and the long history of refined recipes from Nonna's recipe books back in Southern Italy.
The background story of Sugo Pasta Kitchen was pre-written and most unquestionably, authentic. So the first step was getting ourselves up to date with Southern Italian culture for the brand to follow the story not guide a new narrative.
We explored and discovered authentic Italian graphic design, through discussions, trips, books and articles; and found Italian design to be no-nonsense, passionate and aesthetically refined. And although in the UK; this seemed perfect for Sugo Pasta Kitchen.
A Logotype was created by researching and manipulating a multitude of typefaces to find the correct balance between tradition and contemporary design.
After the logo's creation, we applied a fitting aesthetic to a collection of collateral by marrying the logo with a font that expresses the personality traits mentioned previously. In combination with photography, initially done by Bacon on the Beech and more recently by Radka Dolinska, which is tied together through a clean layout. The brand now directs a website, clothing, company handbooks, posters and menus all in a consistent visual language.
Nothing explains Sugo Pasta Kitchen better than a visit to one of the restaurants, so if you're in Manchester or Altrincham area, have a peek.
Buon Appetito!
