VIVA Viviana Varese / New identity
VIVA Viviana Varese
Bold, unconventional, rebel.
VIVA!
strategy – branding – copywriting – visual identity – art & creative direction – menu design – event direction – digital content – website
Once upon a time, there was Alice, the restaurant of the starred Chef Viviana Varese. She was looking for the Wonderland, a magic place made of beauty and tastes, colours and joy. In 2019, Alice meets almagreal: VIVA Viviana Varese was born, the restaurant of wonders in Milan.
Trademark, poster, brand image, interior design and every single detail.
We renewed Alice: new name, new concept, new menus, and new space. Same passion, same professionalism.
VIVA, the new start!
VIVA, the new start!
credits photo:
©AzzurraPrimavera
still life ©BrambillaSerrani
interior ©SoniaManin
VIVA is colour
Our creative direction got inspired – along all the different phases of the project – by the enthusiasm of the Chef, Viviana Varese, and her concept of cuisine.
A cuisine that grows, feeds itself and develops. Cuisine is art, sharing and joy. An ethic cuisine. Cuisine is life.
Una cucina VIVA.
VIVA is Milan
Cuisine adapts and changes, listens to the territory and dreams beyond borders. For the new restaurant VIVA Viviana Varese we highlighted the cosmopolitan soul of the city of Milan.
VIVA is the place of contamination, diversity and dynamism.
VIVA is the place of contamination, diversity and dynamism.
VIVA is Viviana Varese
The new identity we designed shows off the character, passion and vision of the Chef. It talks of her own joy and vision, her being a brave and strong woman, of love and amusement.
VI.viana VA.rese
A new brand. One logo, one shape, one monogram. The new brand identity concentrated on a distinctive sign. It is the touch of Viviana Varese, her signature, her joy.
VIVA is one V, it is better to double.
VIVA is HURRAY, an exclamation of joy.
VIVA is monogram.
VIVA is W.
W is Viviana Varese.
VIVA is one V, it is better to double.
VIVA is HURRAY, an exclamation of joy.
VIVA is monogram.
VIVA is W.
W is Viviana Varese.
Custom font
The custom type we designed for VIVA is a signature, an ensemble of traits and meanings that narrate a story. The distinctive element of the font comes from the signature of the starred chef directly. What is the result of the insight by almagreal? A tailored alphabet, a library of unique and recognizable details.
From the idea to the Manifesto
THE FLAME IS BURNING.
ASTONISHING COLOURS.
THOUGHTS AND FEELINGS.
THE BURSTING JOY
OF CREATIVITY.
DESIRE FOR ACTION.
BEING NOT SEEMING.
ASTONISHING COLOURS.
THOUGHTS AND FEELINGS.
THE BURSTING JOY
OF CREATIVITY.
DESIRE FOR ACTION.
BEING NOT SEEMING.
Bold,
special,
rebellious.
Anti-conformist,
enthusiastic,
real.
Existing.
ALIVE. VIVA
special,
rebellious.
Anti-conformist,
enthusiastic,
real.
Existing.
ALIVE. VIVA
Colour livens up every single detail. Menus, invitations, settings, furniture, finishing details.
The new brand designed for Viviana Varese transversally covers all the communication means, and much more. Interior design, menus, uniforms, tablecloths, papers, furniture, mise en place. The new image is dynamic, flowing and sharp. Colour is the way of celebrating diversity, development and joy. Iridescence is the common thread, light variations, nuances that last shortly and frame the moment.
In every detail, from starters to desserts. We astonish, exaggerate and plan the wow effect.
Like on the VIVA cake riser, colours and shapes are carefully chosen for the selection of confectionery products to anticipate the dessert of the Chef.
Menu design
Lunch, dinner, desserts, cocktails, teas, infusions. Five menus designed with special papers, transparencies and overlaps. Much more than dishes and ingredients, history, identity, image and style. The menu is one of the most complex instruments of communication for a restaurant. Everything goes from there. We created a format with a vibrant soul.
Fixed elements that combine to easily updatable sections: dishes and matchings can be simply adapted, but the design, visual identity and signature of Viviana Varese remain.
Unforgettable.
Unforgettable.
We also redesigned and updated the website. Menus and wine lists are available for consultation, as well as news, updates and an online reservation tool.
Easy, fast, colourful. VIVAce.
Easy, fast, colourful. VIVAce.
Events, VIVA!
VIVA the grand opening
VIVA Viviana Varese inaugurates
on 5th September 2019.
A shower of light at Eataly Smeraldo in Milan, a unique evening event characterized by colours and happiness. Many starred chefs, and not only, from all around the globe to celebrate and cook for and with Viviana Varese. VIVA, the party!
Set up, wayfinding, uniforms, invitations, gadgets e digital content. We planned every detail of the opening party, to wish the Chef a fabulous new beginning and an unforgettable memory to all the participants.
Colour is party.
VIVA, the emotions!
The Grand Gelinaz
VIVA IS PART OF
THE GRAND GELINAZ
On 3rd December 2019, VIVA participated in The Grand Gelinaz, The biggest, funniest, weirdest dinner party ever.
0
chef from all around the world
0
countries
0
hours of live cooking
Viviana Varese is one of the 148 chefs from all around the globe that decided to stay in their restaurants and exchange recipes with one another for one night.
We took care of the creative direction of this great event, as for the setting, along with the digital and paper contents.
Previous
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INCredible VIVA!
Stories from kitchens of the world.
Viviana Varese, in collaboration with Cook_inc. – one of the most punk magazines about food – opened her door to the best-loved chefs in the world for a journey made of sharing ideas and connecting creative insights.
9 international chefs for 9 exclusive events that appropriated of the kitchen of Viviana Varese and guided the VIVA brigade.
Stories of food from the world, stories of people, stories of chefs.
9 international chefs for 9 exclusive events that appropriated of the kitchen of Viviana Varese and guided the VIVA brigade.
Stories of food from the world, stories of people, stories of chefs.
We dedicated ourselves fully to the communication plan of INCredible VIVA: brand identity and event image, digital content and customized menus.
Outcome? Unique, unmissable events.
INCredible, VIVA!
INCredible, VIVA!
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