Arch Creative gave Gino D’Acampo’s Pasta Bars and Restaurants a fresh brand look and feel which truly reflects Gino's personality. Arch are custodians for the brand and work efficiently for the vast array of day-to-day design and marketing requirements.
Gino D’Acampo is an Italian-British celebrity chef and media personality, best known for his food-focused television shows and cookbooks. He also won ITV’s ‘I’m a celebrity get me out of here’ and is a TV regular, featuring on programmes such as This Morning, Lets do Lunch and Celebrity Juice.
Gino and his business partners opened their first casual dining and takeaway Pasta Bar on Fleet Street but have since opened two more in Leadenhall Market and Bishopsgate. Two luxurious destination restaurants have now also opened including a 250 seater in The Corn Exchange, Manchester.
Gino D’Acampo : My Pasta Bar was looking for a new design agency which could handle the company’s ambition objectives, design a new creative look and feel and devise strong seasonal campaigns.
After several site surveys where we looked closely at the individual stores and the local markets, we concluded that the main focus should be based around the provenance of the ingredients and heritage of the recipes, the quirky personality and the speed of the service. We would also need to put a healthy spin on everything we do and de-bunk the myths about pasta being a carbohydrate nightmare.
We created the new brand identity based on Gino’s signature, helping to give a personal feel. We then devised a clean and simple colour palette based on classic Italian colours and contrasted these with a range of bleached wood and marble textures.
By highlighting some of the important aspects of the ingredients and recipes, and preceding them with the word ‘My’, we compounded the fact that these are Gino’s restaurants and not just another celebrity endorsed company.