Making it easy and playful every day
La Florentina is a deli restaurant, thought as an everyday café open all day. With this business model, the client demanded an identity and graphic language which could allow for an internal production of corporate communication. The solution uses a typographical identity, using a main font which relates to the corporate identity.
The result is a ‘cover’ of the early versions of Renner’s Futura, exaggerating the dot motive of some of the characters to suggest an idea of small ingredients spicing up the structure. The composition in the corners, which also provided the idea for the logo, come from the best line of the brand: “the coffee on the corner”. Finally, to decorate the restaurant, some collages where generated, using old pictures mixed with fresh ingredients, to link the food with the ironic character the client wanted.