Identity Designed is a showcase of brand identity projects from around the world.

Sotto

Contributed by Chris Ritter, partner at Kentucky-based BLDG.

Sotto

Sotto is an authentic Italian trattoria with a culinary style based on the idea of malfatti. Literally translated into English as “poorly made,” malfatti is symbolic for the Italian ideal that the best meals are simple, straightforward dishes made from the highest quality ingredients. Malfatti is never about achieving perfection, but producing a hand-crafted dish that leaves evidence of the cook’s touch.

The identity created for Sotto needed to be unmistakably Italian and give the restaurant concept a modern aesthetic. Taking design influence from the Futurist movement of early 20th century Italy was a natural fit to give the concept relevance and enough flexibility to create an array of organic compositions that fit the malfatti ideal.

We used a bunch of different typefaces on the menu, all are authentic to the time period of Italian Futurism. We used a mix of Block Berthold, Bureau Grotesque, ITC Caslon 224, and Jenson. The sketched typeface was drawn in-house and the logo is a redrawn version of Block Berthold.

The project took us approximately two months to go from concept to restaurant opening.

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View more branding work on the BLDG website. Follow BLDG on Twitter.

5 much appreciated comments about “Sotto”

  1. Love it all… especially the red logo and simple menu designs.

  2. Nice, I like it a lot. I like it even more after seeing the interior. Great job.

  3. Nice to see some hands getting dirty with screen printing and paint. End result is really stunning.

  4. Great job! I love the typographic research, everything here makes sense and the result is really neat. Also, congrats on the sketched typography, it brings a nice touch to the italian futurism inspired mix.

  5. Yes like this a lot – rough hewn and hand made, elegant and to the point, love it.

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