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Built around the founder himself. Warm, expressive, unapologetically Italian.
CLIENT
Essenza
SECTOR
Italian takeaway
YEAR
2025
SCOPE
Identity · print · photography
PRINT SYSTEM · TRIFOLD MENU
THE BRIEF
The concept was simple: make the brand as easy to talk to as Ema is. Warm colors, friendly type, illustrations with a sense of humor, so that even the menu in your hand feels like part of the conversation. If the identity ever felt too polished to joke with, it would be wrong.
THE IDEA
THE BRAND IS THE FOUNDER. WARM, LOUD, ITALIAN.
The concept was simple: make the brand as easy to talk to as Ema is. Warm colors, friendly type, illustrations with a sense of humor, so that even the menu in your hand feels like part of the conversation. If the identity ever felt too polished to joke with, it would be wrong.
THE SYSTEM
How the visual world holds together.
TYPOGRAPHY
The logotype has its own typeface, used once and never repeated. Everything else is Quicksand, clean and rounded, because nothing with a pointy corner would fit someone as sweet as Ema.
COLORS AND MATERIALS
A palette that comes from the food: an orange, a green, and a panna base to rest on. No black anywhere. A takeaway this warm has no use for it.
ILLUSTRATION
A hand-drawn character we call the Bamboccio, cooking, carrying products, working his way across the identity. The nose is Ema's. This is not an accident.
THE OUTCOME
The windows did the marketing. Once the design went up, people kept stopping to look at the Bambocci and asking about the opening, and the curiosity carried straight into opening week. The place has been full since.
