A well-known restaurateur was launching a neighbourhood pasta and wine bar. The name is in honour of one of his heroes, 1950’s Formula 1 legend, Alberto Ascari, whose love of food and wine was as famous as his talent for racing. The identity is contemporary yet infused with the spirit of Alberto and of that period in racing history. Imagery of Alberto and the number of his car play an important role in the story telling, as do a series of postcards that serve up the restaurant’s attitude and expertise in a witty yet informative fashion. The colour palette pays tribute to Alberto’s trademark baby blue helmet.