Tomato, basil, cheese. These three words combined can only mean Italy. Everyone who tasted Italian pasta knows the sauce is what makes the pasta iconic plus the abundant melting Parmigiano Reggiano. Have we stimulated your salivary glands already? Today features Tipico Italian Grocer. A heartfelt couple’s effort, Zeno Bevilacqua and Anna Chan. They approached Well to create a brand strategy, to developing the visual identity and website. Naming the project Tipico translates to ‘typical’, which speaks of the company’s desire to make Italian food a more common occurrence.
The logo needed to be strong, legible, trustworthy, and sure of itself. In the end, a bespoke logotype was designed as the primary mark. The decision to avoid any frills or iconography was inspired by a conversation with the owners about their love for old shop fronts, bold Italian typography, and signage. In addition to the primary mark, a secondary logo was designed at the request of the client to function as a holding group logo, known as The Golden Circle is now represented by a monogram that interlinks a T, G, and C.
Inspiration for the brand’s core color system comes from the hues of the product itself. What better palette to choose from than your local greengrocer’s shop front!
A custom typeface, Tipico Sans, was designed to reflect nostalgia and to support the bold trustworthy feeling we were going for. Small, humanistic quirks found in the word mark served as inspiration for softening the bold condensed type.
Zeno also pointed some instances where kerning in traditional signage could be a bit inconsistent and O’s seem to be borrowed from other fonts. This was implemented while constructing the typeface, paired with Gilroy medium, bold, and extra bold.
The final designs for packaging and collaterals could come together. The first thing designed for Tipico was a range of sauce labels. Simple, clean, and keeping with its brand generic look and feel. The minimal layout is current, yet small details like the seal tab were kept as a source of familiar reassurance about the product.