Aperitivo Bar Branding and Concept Menus

A complete brand identity and menu design for Aperitivo Bar, a new Italian daytime lounge conceived from scratch under Gretalia Hospitality Group, spanning logo exploration, color system, and final menu layouts.

The Problem

Design a brand identity and print menus from scratch for Aperitivo Bar, an Italian bar and aperitivo concept with no existing visual language to pull from. The work required building everything from the ground up: logo, color palette, typography, and a menu system that could carry the brand across multiple panels and formats. The identity needed to feel distinctly Italian and hospitality-forward while being practical enough to work at menu scale and on a physical sign.

The Design Process

I began by exploring logo directions, testing different combinations of serif letterforms, script wordmarks, and illustrative citrus motifs that referenced the aperitivo ritual. The script wordmark was selected for its character and its practicality for the physical signage. From there I built out a full color system anchored in warm cream, orange, and blue, which carried into the menu layouts directly.

Various branding assets for a local restaurant showcasing the brainstorming process for logo design, featuring multiple variations of the 'Aperitivo Bar' logo. Different typefaces, colors, and layouts were explored to determine the most effective and visually appealing design. The image features a palette of warm, vibrant tones and citrus-themed illustrations that complement the branding. It also highlights various logo compositions, including full text designs and monograms, to experiment with typography and iconography that best represent the brand's identity.

year

2023

timeframe

5 days

tools

Canva