BLU -RISTORANTE ITALIANO

blu was born from a simple idea: an Italian restaurant where people come to eat well, take their time and enjoy good company. The identity needed to convey that same feeling: warm, joyful and unpretentious. A handwritten logo The starting point was a handwritten script. I was looking for a stroke with an original, imperfect touch, like a handwritten note or the signature of the person in the kitchen. That imperfection makes the brand feel human and warm, far from the rigidity of a conventional typeface. The colours of the sky The palette comes from the name itself. Blue is the colour of blu and the brand’s main protagonist. Yellow represents the sun. Together they form the colours of the sky: a deep blue that brings character and a bright yellow that conveys energy and optimism. A world of its own The illustrations (pizza, pasta, bread and wine) follow the same loose stroke as the logo. Together they create a pattern that carries the brand across all its touchpoints: the awning, the takeaway bag, the menu and the staff uniform.