“Italian Sunshine on a Plate”
This was the concept our client brought to us for his restaurant rebrand. Inspired by his trips home to Italy and Orange County’s growing Italian expat population, our client was ready to rebrand his 20-year-old concept, Piadina, and he called on us to help create Sole Toscano.
The new Sole Toscano is a fast-casual Italian concept, blending a display of Italian pastries, Roman-style pizzas and focaccia sandwiches with made-to-order pastas, plates and, yes, piadina sandwiches. (For the un-initiated, Piadina are Italian sandwiches made on a round bread that’s cooked fresh. It’s like a cross between a sandwich and a pizza folded in half).
While the two restaurants are rooted in the same principles—quality Italian ingredients, fresh breads, and friendly service—the rebrand of Piadina to Sole Toscano required a fresh look at the location, audience and concept. Taking inspiration from the name, fresh ingredients, and all-day menu, we explored logo concepts that incorporated the sun, but also dug deep into Italian design and typography.
The logo that was selected by the client for this restaurant rebrand was the most literal of the designs, incorporating warm yellow and green colors that represent the sun rising from (or setting into) a plate of fresh ingredients. In addition to the full logo, the logotype stands alone when needed, bringing distinctive typographic and a signature sun that serves as an additional brand element.
Sole Toscano’s logo, visual identity, menu design and website all support the new restaurant’s brand and mission. The logo is distinctive; recognizable from across the parking lot and refined enough to meet the Irvine Company’s high standards. We created a user-friendly menu template that allows the team to make menu updates easily without complicated software. The website is clean and simple; providing everything potential guests need and with a framework that’s ready for expansion. Bright photography reflects the sun and makes every plate look delicious.
It’s a strong foundation for growth. Because this isn’t the only Sole Toscano, it’s just the first one.
