Vero —

True taste of Italy.

Identity and branding of an authentic Italian café launching within a grocery store environment in the Chicago vicinity. Initially opened in three stores it has now grown to be an integral part of the Mariano's Fresh Market experience in over 35 stores.

The name itself “Vero”, which means “true”, in Italian was chosen to define a brand that sells authentic traditional gelato and coffee. The actual logo shape is inspired by the passion that goes into the artisan process of gelato and coffee represented as a heart combined with inspiration of the crafted precision of the Italian auto industry. To support the strategy behind the brand, nostalgic black and white photography was incorporated into the packaging and secondary elements to capture true everyday Italy.


Naming, Branding, Packaging, Environmental Design

Agency —