Frost*collective Creates Brand For Pizza Place At Sydney’s The Star

  • Manfredi_12
  • Manfredi_11
  • Manfredi_7
  • Manfredi_1
  • Manfredi_4
1 / 5
SHARE
THIS



Design company Frost*collective has created a new brand for long-term collaborators, Stefano Manfredi and Julie Manfredi Hughes, for their latest restaurant venture at The Star entertainment complex in Sydney.

Manfredi, who have worked with Frost*collective for almost 15 years, are pioneering the introduction of an emerging Italian ‘new wave’ style pizza into Australia, il nuovo onda pizze, to be showcased at their relaxed, open-air-piazza style pizzeria. Frost*collective has developed the name, Pizzaperta, the brand and identity, as well as a visual system for signage, menus, uniforms and all other restaurant ephemera.

The brief to Frost*collective was to create a brand true to the strong equity the Manfredi name holds for a restaurant which presents as approachable with fresh, well prepared cuisine but has entry level pricing.

Pizzaperta is derived from the Italian ‘aperta’, meaning open. Whilst echoing the word ‘pizzeria’, the two-syllable word is easy to pronounce and relates to the idea of ‘open for pizza’, which is accessible to all. Whilst the name is ownable for the company, the integration of an Italian word lends a sense of authenticity and harks back to the Manfredi family roots.

The identity created by Frost*collective is also based on the notion of openness, represented by the use of a unique stencil typeface that has no closed spaces. The word mark is made up of small common forms and shapes that become the ingredients of the brand, and which when rearranged, form the circular, graphic pizza emblem. The bold, classic logo works with a visual system and colour palette that is reduced to black and white, designed to contrast with the wood, marble and fabric of the interiors, whilst fitting seamlessly with the existing Manfredi brand family.

“The Manfredi name is synonymous with quality, from their fine dining restaurants, through to the Espresso di Manfredi coffee range,” said Vince Frost, executive creative director of Frost*collective. “Pizzaperta is a different concept, much more relaxed, but without compromising their values and credentials. Our task was to communicate that to diners by creating a brand which was a cut above your local pizzeria, but just as welcoming”.

Renowned chef, restaurateur and author Stefano Manfredi, together with business partner Julie Manfredi Hughes, believe investing in a naming and brand strategy is critical in Sydney’s competitive dining scene.

“Once people walk through the door, it’s the restaurant’s job to impress so customers remain loyal. Creating an experience to differentiate you in what can be a cut-throat market, is where a brand is so important,” says Julie Manfredi Hughes.

“Frost*collective know us, and this space well and have delivered a name and identity that are on the mark”.

Frost* also created the brand and identity for Manfredi’s award winning Balla restaurant, also at The Star, as well as the Espresso di Manfredi brand and range of porcelain ceramics called Ceramica di Manfredi.

CREDITS

Client: Manfredi

Agency: Frost*collective

Executive Creative Director: Vince Frost

Creative Director: Anthony Donovan

Design Director: Benjamin Hennessey

Account Manager: Sophie Collins

 

 

Please login with linkedin to comment

G20 Summit KFC T20 Big Bash League womo

Latest News

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]