Angelo's
A Fresh Look for the Face of Italian Tradition
Disciplines
Branding, Packaging
Tool
Adobe Illustrator
Objective
Angelo’s is an Italian market in London, Ontario, offering everything from sit-down dining and café service to hot to-go meals and specialty Italian groceries. With outdated branding that leaned on generic stereotypes and resembled its competitors, I was tasked with rebuilding the brand to feel fresh and contemporary while honouring its Italian roots and preserving the homey feeling customers value. To support the launch of the new identity at food festivals and industry events, I also designed a range of stationery, merchandise, and advertising materials aimed at improving recognition and attracting new customers.
Process
The angel icon was inspired directly by angelo meaning angel in Italian, and it reinforces ideas of comfort, tradition, and familiarity in alignment with the brand’s personality. Its symmetry adds maturity and memorability. A saturated deep blue, inspired by the Mediterranean coast, was chosen as the primary colour for its calm and trustworthy feel, while gold was introduced to symbolize quality and warmth. Supporting greens and reds nod to the Italian flag and fresh ingredients.
Rounded serif typefaces were chosen to feel traditional and friendly, but not outdated. Altogether, I aimed to maintain the charm of a homey market look while modernizing the brand to highlight the freshness and convenience it offers, competitive with that of nearby grocery chains.
Illustrated brand motifs appear across print materials and merchandise to reinforce brand recognition and guide the viewer’s eye to key content. The postcard advertises the company’s breadth of services and prompts in-store shopping with a clear CTA and coupon. I chose the specific swag items designed due to their usefulness in event and festival settings, to increase people’s interaction and positive brand association with them.
