ABOUT

Gino’s fresh (and tasty) restaurant brand
Gino D’Acampo is best known for his food-focused television shows and cookbooks. He also won ITV’s I’m A Celebrity… Get Me Out Of Here! and is a TV regular, featuring on programmes such as This Morning, Let’s do Lunch and Celebrity Juice. Gino’s a busy man – so we’ve been helping to develop his restaurant brands, which are looked after by Individual Restaurants, one of the UK’s leading restaurant companies.

We’re the brand guardians for Gino’s restaurants, which are based in London, Manchester, Leeds, Harrogate and Liverpool. We also help support Individual Restaurants’ in-house team with the My Pasta Bar business which has a series of casual dining and takeaway outlets across London.

As well as creating the original brand identity and extensive brand guidelines we help to support and oversee the day-to-day design and marketing collateral.

A distinctive identity to reflect the personality of the brand
Gino D’Acampo and Individual Restaurants were looking for a new design agency which could handle the company’s ambitious objectives, design a new creative look and feel, and devise strong seasonal campaigns.

After several site surveys where we looked closely at the local market, we concluded that the brand’s focus should be based around the provenance of the ingredients, heritage of the recipes, and the speed of the service. We would also need to put a healthy spin on everything we do for Gino and debunk the myths about pasta being a carbohydrate nightmare.

We created the new brand identity based on Gino’s signature, helping to give a personal feel. We then devised a clean and simple colour palette based on classic Italian colours and contrasted these with a range of bleached wood and marble textures.

By highlighting some of the important aspects of the ingredients and recipes, and preceding them with the word ‘My’, we compounded the fact that these are Gino’s restaurants and not just another celebrity-endorsed company.