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Vapiano, "Go Slow", in Italian is a classy Italian food chain that has franchises globally and I want it to reflect that.
The original logo did feel sophisticated as the restaurant’s atmosphere felt in person. I wanted to bring that sophistication back. (Inspired by Louise Fili, a master of restaurant identities and rebrands). I created a new custom logo with different weights along with icons to match.
The iconography I created is used to help patrons find what they’re looking for easier. The restaurant experience is a little different than the average one. A customer chooses different cooking stations to get their food from, then their food is prepared in front of them. A card is scanned and whatever is on the card is paid at the end of their meal when they leave.
Art Direction:
Paula Scher & Courtney Gooch