Environmental branding and identity for Zuccato restaurant and bar 

Zuccato Caffe/Bar was opened by the Etrusca Group in a new-build O2 leisure complex in Finchley, North London in April 1999.

The identity and environmental branding were conceived in tandem with the interior scheme, featuring a strong black and white theme, taking its cues from the seminal Fellini film, La Dolce Vita and the classic Italian espresso bar graphics of the same era.

The bold typographic identity, with copper accents, was carried throughout the interior through the use of blocks of copy (in Italian, of course!) referencing icons of Italian style and popular culture, and a feature wall of oversized black and white images from the Milan of the 60s, rising from floor to ceiling, arching over the black leather banquette seating and booths.

The logo was carried through in white on white repeat patterns on the plaster walls and through illuminated alcoves. A full suite of printed collateral including stationery and menus, branded sugar sticks, matchbooks, paper napkins, take-away packaging and branded tableware was also designed and produced.

The restrictions on outdoor signage (imposed by the architects and management of the O2 centre) were overcome through the innovative use of frosting on the full height external windows, consisting of a repeat pattern of the zC logomark, which was lit internally from top and bottom creating a huge illuminated logo when viewed from the street.

The new concept proved immensely popular and was rolled out as chain across the City of London initially, and later into continental Europe.

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