Amatrice is a multi-level Italian dining experience, home to a rooftop restaurant and an inviting ground-floor caffè. Situated in the rapidly developing inner-city suburb of Cremorne, it is named in honour of the historic Lazio mountain village renowned for its iconic amatriciana sauce. The venue blends rustic charm with a relaxed opulence.
Mucho’s task was to develop an identity for Amatrice that struck a balance between contrasting qualities: formal yet playful, traditional yet modern, refined yet unpolished. Equally important was respecting the owners’ commitment to conveying the essence of authentic Italian culture without leaning on clichés or stereotypes.
We positioned typography at the heart of Amatrice’s identity, serving as a vehicle for the brand’s contrasting layers. Inspired by our research into vernacular signage, Mucho created a bespoke typeface that evokes the bold and vibrant spirit of Italian culture. An eclectic typographic palette that spans from approachable to elegant provides Amatrice with a diverse and flexible tone of voice. A shorthand ‘A’ symbol extracted from the logotype is used to add a sense of warmth and playfulness.
The brand’s colours and materiality harmonise with Amatrice’s interiors by renowned Melbourne designer Brahman Perera. The ground-floor cafe is inspired by Milan’s train station, with canary-yellow subway tiles, floors laid with small terracotta tiles and hand-blown glass pendant lights used to evoke the subtle luxury of Milan. Upstairs, red velvet-upholstered banquette seating and imported maroon marble tables are juxtaposed with breezy linen awnings, creating a backdrop for elegant dining solutions that traverse from day to night.
Photography: Parker Blain
Interior Design: Brahman Perera
