Strega Italiano

Project Overview

Strega Italiano is a beloved Italian-American restaurant known for its spirited warmth and soulful food traditions. Guided by the belief that food made with heart fosters connection, the brand's philosophy centers on abundance, nostalgia, and familial comfort. The client sought a refreshed visual identity and menu system that captured the brand’s bold personality while preserving its old-world soul.

Design Approach

The visual direction embraced the exuberance and heart-on-your-sleeve attitude of Italian dining—equal parts tradition and flair. A modern interpretation of classic trattoria aesthetics informed the system:

• Typography utilized Beloved Script and Beloved Sans for personality-driven headers and Gill Sans for clean legibility.

• A custom gingham-inspired pattern in bold navy and cobalt referenced nostalgic tablecloths while reinforcing the energetic, familial atmosphere.

• Menu designs balanced elegant structure with approachable charm—highlighting handcrafted cocktails, signature pastas, and hearty secondi with generous spacing and expressive section titles.

• Private dining materials extended the identity with stylized layouts, floor plans, and event callouts in a friendly-yet-polished tone.

• Illustrations and icons added personality and playfulness, particularly in the beverage menu and cocktail program.

Outcome

The updated visual identity helped unify Strega Italiano’s three locations under a consistent, expressive brand umbrella. The refreshed system:

• Enhanced customer readability and navigability across diverse menus and platforms.

• Elevated private event collateral with tailored layouts and detailed maps, improving booking engagement.

• Introduced vibrant storytelling through pattern, illustration, and copy, reinforcing the feeling that “everyone is family.”

• Preserved the restaurant’s heart and heritage while offering a revitalized, cohesive look aligned with the PPX Hospitality portfolio.