Carluccio’s design-led rebrand places focus on consumer not product to shake off ‘old-fashioned’ perception
Italian restaurant chain Carluccio’s has overhauled its image and introduced new branding after research revealed it’s ‘honestly Italian’ positioning wasn’t resonating with consumers, who were unsure what the brand stood for.
Launched in 1999 Carluccio’s had previously focused its branding on its authentic Italian dishes, however two research studies commissioned by the restaurant chain showed that the brand was perceived as old-fashioned and bland.
Working with creative consultancy Frontroom London the brand, which was founded by Italian chef Antonio Carluccio, wanted to introduce a brighter and more energetic style that would be future-facing both creatively and in the kitchen.
Analysis conducted by the agency found that millennial audiences in particular ‘reject shallow, dining distractions’. Instead, they choose brands with a philosophy that connects with their own lives. In response, Frontroom London has flipped the thinking to focus not on what Carluccio's does but on why.
Enter, ‘Savour the little things’, Carluccio’s new positioning that links the little things in life like sitting down to a meal, with the brand’s Italian roots, where the dining table is a big focus.
The brand’s new logo uses a brighter version of its signature blue, alongside a name change to ‘Carluccio’s Deli & Dining’ to highlight it’s deli offering. The new tone of voice plays on the connections and meaningful conversations between friends and family that happen whilst sharing food.
Graphic patterns inspired by traditional Italian tiles have been introduced and appear across the new menus, while new illustrations take inspiration from classic Italian posters and use flat clean colours. Playful copy adds personality using insights on life and food.
Lau Glendinning, managing director Frontroom London commented, “In a market which has exhausted promises of ‘authenticity’, we genuinely were dealing with the real deal in Carluccio’s. Our task was to bring that truth to the fore and create a brand that connected with consumers on a deeper level - then prove it across every touchpoint. Elevating the Carlucco’s experience into fulfilling a role in customers’ lives.”
Restaurants have been redesigned too, by Fusion by Design, and now combine the deli with the open kitchen into the dining area to add to add an element of theatre to each space and allow customers to watch the chefs prepare food using products straight from the deli.