Baduzzi’s proposition to us was to create an identity that is as fresh as the twists within the Sicilian menu, while retaining the rustic sentiment of ‘food of the people’. A new world identity that also communicates the warmth and lineage derived from the owners’ Italian family values.
We created a logotype rich in character, texture and clarity with an intuitive ‘foodie’ / Italian flavour to it, especially in conjunction with the carefully curated italic serifs and minimalist sans serifs that arc over the logotype.
The black and white family vignettes infuse warmth, authenticity and rich narrative into the identity and intuitively reinforce the traditional Italian family values of its collaborators.
Next we took traditional Sicilian ‘floor tile’ motifs that you would expect to see in an Italian kitchen environment which added depth through texture and colour to reinforce old Italy meeting it’s modern Sicilian kitchen counterpart.
Finally, the customised Baduzzi wallpaper is a charming and playful addition to the suite of elements. The heritage styled imagery are in unexpected clusters; Sicilian lions in profile, crowns, Mediterranean cacti, prickly pears and the Baduzzi logotype.