"Blending simplicity and inspiration" is the the heart of the Prato brand experience. Opened at the end of 2011 and located in Winter Park, Florida, Prato balances modern techniques with a simple approach to cooking Italian classics using seasonal ingredients . This is all anchored around two imported Acunto wood-burning ovens from Naples, Italy.
BoyBurnsBarn was tasked with creating a brand design that embraced the combination of warm, rustic, industrial dining vibrancy with a simple stripped down aesthetic. Inspired by the uniquely rural setting of Tuscany, matched with the socialistic/propaganda era of Italian politics, the design is clean, stark and direct. Triple flags on the facade of the building are inspired from family flags that repeat one after the other through many streets of medieval Italian towns. While they grab your attention, the glowing orange logo above the door gives off a very similar light to the ovens found inside.
The logotype is set in an industrial slab serif with soft rounded subtlety. It is underlined with a simplified stalk of wheat icon. The wheat is a cornerstone ingredient in many of their dishes, whether it's in the pizza, the pasta or their bread. The collateral uses the often maligned mid-century font Courier, originally intended for government use. Here it works well as a type face that presents information without any flourishes or pageantry. Its appeal is in its UNdesigned efficiency. The final result is a balanced industrial yet inviting mark that compliments the materials, the aesthetics of the space, and the flavors of the menu.
All that aside, Prato uses a lot of fire to cook… we like that.