Piastro Cucina
Context
Italian restaurant concept entering a saturated and highly competitive food market.
Concept
Piastro was designed as a constructed cultural artifact. Instead of referencing Italy literally, the brand builds its own internal logic that feels authentic and intuitive.
Approach
Created a cohesive brand system where naming, language and visual identity operate as one structure.
- Developed the name by combining "piatto" (plate) and "astro" (star), drawing on Italian phonetics to create a new but familiar term
- Designed a custom typeface to balance classical references with contemporary tension
- Built Astroclub as a sub-brand, transforming loyalty into a cultural and community layer
- Ensured the system expands consistently across space, digital and product
π Recognition
Distinct presence in a competitive market
π Coherence
Across all brand touchpoints
π¦ Seamless system
Space β digital β merchandise
β Astroclub
Community engagement layer
A cohesive brand system where naming, language and identity operate as a unified structure.