Logo design, identity and packaging for Maialini, a traditional Italian restaurant specialized in Parma based dishes and salumeria (cured meat shop and delicatessen) located in Campinas, Brazil.
The aim of the design is to incorporate the essence of the Italian cuisine into the graphic elements, supporting the gastronomy experience. Some of the qualities that characterized the Italian food are:
1. Extreme simplicity (4-8 ingredients per dish): which is translated into a simple design with few elements through all the aspects of the brand. The logo is inspired by a salumeria market sign. The sans serif typography is once again simple yet with presence thanks to its weight.
2. The beauty of imperfection: showed in the lack of grid and alignment and the use of embossed seals and rubber stamps, which give a warm touch to the identity. They refer to the human imperfection and the hand process. Like Italian food, they don’t follow a strict “mise en place” making every piece unique. The naïf illustrations of spices and vegetables help reinforce the personality of the restaurant (humble, close and not pretentious).
3. Tradition and home made: communicated in texts, the use of Italian, recipes, the use of stamps and other graphic elements. The use of color is limited to natural tones such as sand, brown or grey. These colors talk about the natural ingredients and the hand made cooking process. Wood, again a natural and traditional material is used throughout the restaurant.
An explanatory text appears linked to the logo, communicating the traditional values of the restaurant in a subtle way (embossed seal). The use of traditional net shopping bags for the salumeria products plays with the idea of a market and all its associations. Menus and placemats hang from salumeria/butcher hooks, helping to create an authentic environment.
4. Freshness and Quality: as a fundamental part of the gastronomy experience.
Photography credits: SALA and Gabriela Callejas