Context
Tiello is a new street food reality. The goal of this new brand is to bring a delicacy to Milan: the "cuzzetiello," half a sfilatino stuffed with products from Neapolitan cuisine.
Tiello is a new street food reality. The goal of this new brand is to bring a delicacy to Milan: the "cuzzetiello," half a sfilatino stuffed with products from Neapolitan cuisine.
Challenge
The challenge was to identify a simple and concise name, and to develop a brand identity around it that conveys authenticity and contemporaneity to create a familiar and contemporary street food brand.
The challenge was to identify a simple and concise name, and to develop a brand identity around it that conveys authenticity and contemporaneity to create a familiar and contemporary street food brand.
Execution
Tiello, short for "cuzzetiello," was born. An italic san serif logotype, with slightly rounded end corners, was designed for Tiello. The color palette draws on the warm colors of Neapolitan cuisine, one above all the tomato red of the ragout. Illustrations were created that echo Neapolitan gestures, used both for an outdoor guerrilla marketing campaign and on packaging and in online communication. The tone of voice is simple and direct: authentic.
Tiello, short for "cuzzetiello," was born. An italic san serif logotype, with slightly rounded end corners, was designed for Tiello. The color palette draws on the warm colors of Neapolitan cuisine, one above all the tomato red of the ragout. Illustrations were created that echo Neapolitan gestures, used both for an outdoor guerrilla marketing campaign and on packaging and in online communication. The tone of voice is simple and direct: authentic.
