Ripieno : Restaurant Design
Many contemporary restaurant brands rely on minimalist aesthetics that prioritize trend over personality, often resulting in visual identities that feel generic or disconnected from the story behind the food. Family-oriented restaurants, in particular, can struggle to balance authenticity, warmth, and memorability within a cohesive brand system.
This project was inspired by a chef whose iconic mustache became a defining personal trait and the narrative foundation for the brand. I wanted to create an identity that felt human, approachable, and rooted in storytelling; one that reflected both the chef’s character and the emotional experience of sharing food with family. The name Ripieno, meaning “full” in Italian, encapsulates not only the physical satisfaction of a good meal but also the emotional fullness that comes from connection, comfort, and tradition.
I developed a complete visual identity for Ripieno, a fictional family-oriented Italian restaurant centered on warmth, authenticity, and inclusivity. The chef’s mustache was translated into a key visual motif and incorporated into the logo to serve as both a memorable brand mark and a symbol of the restaurant’s origin story. The color palette was derived from the Italian flag to reinforce cultural authenticity while maintaining a playful, inviting tone. I extended the identity across multiple touchpoints, including menus, packaging, and environmental elements. The menu design features interactive components such as fun facts, simple games, and hand-drawn ingredient illustrations to engage diners of all ages and encourage shared experiences at the table. For the pasta sauce packaging, I incorporated hand-drawn imagery along with tactile elements such as fabric and yarn textures to enhance the handcrafted, home-style aesthetic and reinforce the brand’s family-centered values.
The final outcome is a cohesive brand identity system that communicates warmth, personality, and cultural heritage while remaining visually distinctive. Ripieno successfully presents itself as a place where families can gather, feel welcome, and enjoy both authentic Italian cuisine and meaningful shared moments. The brand stands out through its narrative-driven logo, interactive menu design, and playful yet intentional use of materials and illustration.
This project strengthened my ability to translate narrative concepts into visual systems and demonstrated the importance of storytelling in brand design. I gained experience building consistency across physical and digital applications while balancing emotional tone with functional design. Ripieno highlights how thoughtful branding can transform a simple restaurant concept into a memorable, human-centered experience.