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

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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.


Client: Manfredi

Agency: Frost*collective

Executive Creative Director: Vince Frost

Creative Director: Anthony Donovan

Design Director: Benjamin Hennessey

Account Manager: Sophie Collins



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