The Manfredi vision was to have this restaurant as a place that is accessible to all and reflective of Italian hospitality, inviting everyone around the family table to enjoy good food and wine. The name PizzAperta is adapted from the Italian ‘aperta’ which translates as ‘open’. The brand echoes the word ‘pizzeria’, it is easy to pronounce and refers to an open, outdoor experience that is accessible to all. The new brand name is ownable for the organisation and the integration of the Italian language creates authenticity harking back to the Manfredi family’s ancestry and culture. Furthermore, the brand identity has been developed around the vision and philosophy of the new dining experience, rather than the product alone.
The result is a new brand identity for Manfredi with a design to communicate this new style of dining to the broader public. Through the use of visual elements, which create the feel of openness, the identity reflects the new dining experience as an extension of the Manfredi brand. A holistic approach to the design has ensured the integrated creative delivered upon the client’s original brief. Designed by Frost Collective.