Gino D’Acampo is 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, Let’s do Lunch and Celebrity Juice. Gino’s a busy man – so we’ve been helping to develop his restaurant brands, which are looked after by Individual Restaurants, one of the UK’s leading restaurant companies.
We created the brand identity for Gino’s restaurants, which are based all around the country. As part of our process we produce an extensive set of brand guidelines and helped to support the day-to-day design and marketing collateral.
Gino D’Acampo and Individual Restaurants were looking for a new design agency which could handle the company’s ambitious objectives, design a new creative look and feel, and devise strong seasonal campaigns.
After several site surveys where we looked closely at the local market, we concluded that the brand’s focus should be based around the provenance of the ingredients, heritage of the recipes, and the speed of the service. We would also need to put a healthy spin on everything we do for Gino 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.
“Arch are custodians for the Gino D’Acampo Restaurants and Pasta Bars and have created a distinctive look and feel which truly reflects Gino’s personality.”
Mark Leddy
Marketing Director
Individual Restuarants