Tratto, Tendernob’s newest addition to the food scene serves rustic Italian food with a modern flair. From the interiors to the brand identity, we kept the concept explicitly connected through the use of Amos Goldbaum’s artwork, bold pops of colour, and use of custom handwritten type. The playful design elements live in the details across all collateral pieces that creates a well-rounded brand identity.
While the logo is an important element to any brand, it’s only a small part of the overall identity. Elements like handwritten type, hand drawn images and line work, the brand typefaces, and the overall tone all allow the brand to speak to guests in a much more personal manner. In addition, these elements need to feel cohesive, otherwise the brand can be disjointed and confusing. By replicating and remixing specific elements across all guest touch points, we created a cohesive, energetic, and memorable identity.
Interaction is a key element to driving guests to bond with the brand – if a guest is compelled to pick up, draw on, flip over, or otherwise physically interact with the brand, it is far more likely to be cemented firmly in their memory. We try to work interaction in anywhere we can – from coasters that task guests with creating their own pizza (with a ready to use hashtag) to menus that have a daily specials sheet pinned to them; a hidden message in the matchbooks creates an unforgettable touch point for those curious enough to find it.
While the larger touchpoints have more room to communicate with guests, smaller elements, like the matchbooks, have to speak much louder to be heard. On these elements, we like to stray from the established tone of the natural paper, and instead use louder colors, patterns, and illustrated elements, as they are much more eye catching and communicative. That these elements will also live outside the restaurant makes these characteristic even more important.
The checkbooks are one of the final touchpoints for guests, and as such, we felt it was the perfect moment to invite them to make their own mark on Tratto – to leave a comment, a doodle, or whatever they were inspired to leave. From the natural paper of the cover, to the handwritten type, to the spirit of the artifact, each element of the checkbook links into the brand to ensure a cohesive experience and a lasting memory for the guest.