A restaurant brand identity project for one of San Diego’s great Italian Chefs, collaborating with one of San Diego’s great designers (who happens to be Italian)? Sì Grazie!
If you have ever tried Chef Lota’s food or had the opportunity to meet him you know why we are such big fans. Delicious and humble can sometimes seem to be opposing forces. Not in Accrucio’s case. He has a true passion for his craft and giving you a true taste of his hometown. Like any Italian worth his salt, Accrucio knows just about everyone, Ron Miriello included.
When he approached us to work on the identity, he mentioned having a “friend” who had a bunch of Italian “stuff” we could pour-over, and that friend was also a designer.
“Is his name Ron?” I asked.
Being a longtime fan of Ron’s work, I mentioned a few of Miriello Graphico pieces I have kept over the years, and how exciting it was for me to be able to work on a project with him.
Fast forward a week, and we were all sitting around The Officina in Barrio Logan, digging through what felt like a museum-quality treasure trove of Italian design and ephemera from Ron’s collection.
Full disclosure – As the Americano in the room, I was a bit apprehensive about working on an Italian brand, for two real Italians. Dios Mio.
That apprehension quickly faded as Ron provided the creative direction and Accrucio provided the insight that kept our work honest and reflective of Chef’s vision and Italian culture. Ideas were shared, refined, and reworked until the final identity started to take shape.
The outcome is a logotype that tips a hat to classic Italian typography and idiosyncrasy. One that reflects the honest, humble perspective of Chef himself.
We also created secondary logos for use in merchandise and social applications – these nearly designed themselves after a couple of trips to the Officina to check out Ron’s treasures.
We look forward to watching Accruscio plant his roots deeper in San Diego’s culinary establishment.