The Context

Bottega is Beijing's premier Neapolitan pizzeria and casual fine dining Italian restaurant, synonymous with quality and authenticity. They serve up Neapolitan wood-fired pizza and other rustic Italian fares in a chic environment.

Working with Bottega started with its beginning. The aim was to create a unique visual style that would reflect the brand’s values and authenticity. Through all this time the brand was developing and growing. Now Bottega has two locations in Beijing.

In addition to picking up Best Pizza and Best Italian awards each year since its opening from publications such as Time Out Magazine, Bottega has been awarded two slices by Gambero Rosso in 2019 (Italy’s Michelin Star equivalent), been recognized as one of the 70 Best Pizzeria’s in the world.

Understanding

Working in intense collaboration with the founders, head of marketing I had a chance to get a full understanding of business, the main messages were high-quality Italian ingredients, authentic Italian dining experience.

Design Challenge

How might we create a simple and nice design for the most popular Italian restaurant in China? How to bring culture and brand together to create a beautiful experience for customers? To distinguish Bottega’s business from competitors.

My Role

1. Creating visual identity.
2. Developing marketing materials according to the brand’s core values.
3. Make sure that there is consistency across multiple marketing and advertising mediums.
4. Developing a design system that is widely used in brand applications.

Logo

Bottega is famous for its wood-fired oven and pizza made in it. Neapolitan-style pizzas are the focus of the menu.

The logo is used in dark and light versions.

The red oven on the top puts a nice accent to the whole logo.

Both Food and Drinks menu express the restaurant's personality: an authentic Italian dining experience.
Modern and contemporary design includes patterns, big pictures of food and drinks.
All these elements together immerse customers in unique Italian feel.

Marketing materials include business cards, various menus for different events and festivals, party proposals, flyers, etc. All marketing materials were made from 2016 to 2019. It was decided to step back from the boundaries of VI for special occasions to strengthen the visual perception of existing customers and draw the attention of new ones.