Project Overview
PIERLUIGI
Artisan Italian Cafe & Bar
Pierluigi is an artisanal Italian cafe and bar that brings the taste of Rome's finest food, bar, and coffee culture to Chadstone, the Fashion Capital, in the finest way possible. Open 7 days a week, it serves fine food, coffee, and aperitifs, providing a relaxing atmosphere for customers to unwind and enjoy. Inspired by Rome, Pierluigi offers a variety of fresh bread, panini sandwiches, shaved meats and cheeses, small bites, and sweet treats, including artisanal gelato. With a focus on celebrating life the way Italians have for thousands of years, Pierluigi is perfect for those who want to enjoy life to the fullest and indulge in the everyday Italian way.
As the famous saying goes, "when in Rome," Pierluigi offers customers an authentic Italian experience, right in the heart of Chadstone.
Project Commissioner
Project Creator
Team
Strategist & Creative Lead: Michael Tan, Miranty Annisareta
Designers: Jaelaka Lalitrojwong, Virakarn Nutirong
Project Manager: Rhema Putri, Lan Lan
Project Brief
Amber and Pierluigi Ostuni, the founders of the Italian cafe and panini sandwich bar Pierluigi, vision is to offer Melbournians a modern and beautiful Italian dining experience. The cafe's focus is on recreating premium Italian fare, coffee, and beverages using high-quality, Italian produce and ingredients. Their philosophy emphasises the "less is more" approach. Pierluigi's home city of Rome inspired the brand's identity and concept direction. The cafe features classic details, artifacts, bold script typography, and embossed gold details, evoking a blend of traditions and modernity, inviting customers to relax and enjoy their food as the Italians do. The cafe's high sense of style and passion aims to elevate Chadstone, the Fashion Capital, offering patrons a taste of Rome in one of Australia's largest premium shopping malls.
Project Innovation/Need
Pierluigi is an artisanal Italian deli kiosk welcoming patrons to indulge in the relaxing notion of an aperitif and fine food and coffee any day of the week. The existing kiosk was retrofitted to transform it into a destination worth coming to. To bring Pierluigi to life, Brandworks was engaged to provide end-to-end brand strategy, identity design and art direction, resulting in a striking signature palette and a classically inspired new brand that captures the essence of Italian tradition and culture.
With a classically inspired new brand, Pierluigi's signature palette uses striking colours that bring the kiosk to life and make it stand out in a crowded retail environment. From the custom panelling motifs crafted from blue-stained timber to the brass brand marks adorning the banquette seats, every detail has been carefully considered to transport patrons to the capital of culture and traditions. Pierluigi's brand identity features bold serif fonts and a free glowing script for its brandmark, while the photography is layered with deep contrasting moments to invite the wanderer to dwell and enjoy the moment.
Design Challenge
BrandWorks was commissioned to develop a new brand and redesign the Furniture, Fixtures, and Equipment (FFE) of an existing kiosk located in the premium retail section of Chadstone shopping centre. The objective was to create a new Pierluigi concept that reflected the true essence of Rome, Italy, and the lifestyle enjoyed by locals. Two main goals were to be achieved - a classic look with a modern twist.
The biggest challenges that the project presented were the kiosk's low ceiling heights and inadequate lighting. Despite this, BrandWorks aimed to transform the kiosk into a destination that would attract visitors. To achieve this, the design brief focused on reactivating the kiosk and making it stand out, given its less prominent location and project budget constraints.
The team at BrandWorks created a new brand from scratch that aligned with the vision of the founders, Amber and Pierluigi Ostuni. The design concept aimed to bring a little taste of Rome to the heart of Chadstone shopping centre. To achieve a classic yet modern aesthetic, BrandWorks incorporated bold script typography, emblazoned gold details, and classic artifacts. High-quality Italian produce and ingredients were also utilised to bring the essence of Rome to the food and beverage offerings.
Overall, BrandWorks was successful in transforming the existing kiosk into a destination that attracted visitors and captured the essence of Rome, Italy, while also reflecting the modern lifestyle of the founders. The brand's design elements and concept direction were critical to the project's success.
Effectiveness
Pierluigi showcases strong use of colour and attention to detail while still respecting the existing structure with its signature blue taking centre stage. The branding scheme inspired an arched silhouette, and custom blue-stained timber panelling surrounds the main structure, complemented by existing Carrara mosaics on banquette seats and custom brass brand marks. A fluted glass gantry and fascia draw attention to the space and reference traditional Italian trattorias. Recessed LEDs create an inviting atmosphere, perfect for taking a break with a glass of prosecco and a panini.
BrandWorks provided end-to-end design and brand experience for Pierluigi's new concept, including a refreshed brand identity and interior upgrades for its existing kiosk. Pierluigi's refined Italian concept embodies the finest traditions within an everyday dining experience, expressed through its modern classic branding featuring deep blue and gold highlights, bold serif fonts, and glowing script as its brandmark. With photography showcasing contrasting moments, Pierluigi invites wanderers to stop, dwell and savour the moment.
Pierluigi opened in Chadstone in late 2022 and has quickly become a beloved all-day cafe and bar. Its prime location at the entrance ensures that it is accessible to all shoppers, regardless of time or budget. Pierluigi prides itself on honouring the artisanal craft of fine food, coffee, and Italian specialities, which have been celebrated and enjoyed for over three thousand years. By transporting patrons to the capital of culture and traditions, the Pierluigi brand and dine-in experience appeals to those who enjoy life to the fullest.
Graphic Design - Identity and Branding - Retail
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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