VISUAL IDENTITY DESIGN
ALIMENTO PIZZA CAFE
- Visual Identity Design
Alimento Pizza Cafe is a beloved local eatery in Collaroy Beach NSW, Australia serving Sicilian-inspired pizzas and hearty café fare. It was born from the coming together of two neighbourhood favourites—Alimento and Chillax—into one welcoming space, Chillax Meets Alimento. The result is a local favourite where you can enjoy fresh coffee and comforting meals in the morning, and handmade pizzas in the evening.
WHY DID THEY NEED US?
Now with the merger of two eateries, and the goal of becoming a franchised restaurant with multiple locations, a new cohesive visual identity was needed that unified and paid tribute to both Alimento and Chillax – under their new trading name Alimento Pizza Cafe. They required a logo and visual identity that would be versatile across multiple mediums and franchised locations; including new shop fit-outs, merchandise, coffee packing and promotional materials. The main goals were:
- Reflect the brand’s core values: community oriented, top notch quality and fresh, traditional and trusting, and personal and welcoming
- Feel free yet timeless, capture the coastal Aussie lifestyle, and appeal to both loyal customers and new patrons
- Work across signage, packaging, merchandise, digital platforms and shop fitouts
THE CHALLENGE
We needed to strike a balance in aesthetic between two different vibes – a touch of Italian heritage, but not so much that wouldn’t suit a cafe vibe during the day. It was important to establish a recognisable and memorable brand that embodies warmth, tradition and modernity, while staying true to its roots and established local charm – and stay distinct from fast food chains.
HOW DID WE DO IT?
We began by creating three mood boards to explore the visual direction and align on the right look and feel. From there, we developed initial logo concepts and refined them into a versatile suite, including primary and secondary logos, a badge logo and brand icon – designed for flexibility across everything from signage to merch.
To round out the identity, we curated brand fonts and colours and packaged everything into clear brand guidelines for consistent execution moving forward.
To help the team visualise the new branding in action, we also provided 3D renders showing how it would come to life across their restaurant, packaging, and more—ready to roll out across every touchpoint.
WHY DID WE DESIGN IT THIS WAY?
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The new visual identity strikes a thoughtful balance between boldness, playfulness, and tradition — honouring the brand’s rich Italian roots while capturing the laid-back, coastal energy of Collaroy Beach. Designed to resonate with a new generation of diners, the branding introduces a modern edge without losing sight of its heritage.
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The curated colour palette blends warm, earthy tones with soft pastels, evoking a sense of comfort, authenticity, and community. It reflects both the inviting atmosphere of the cafe and the relaxed beachside lifestyle of its surroundings.
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At the heart of the brand is a simplified, abstract mark – a visual nod to Alimento’s origins – combining and balancing the two vibes. Rounded forms, circular elements, and soft lines create a feeling of warmth and approachability, reinforcing the idea of Alimento as a ‘home away from home.’
THE RESULT
As the business grows, this visual identity is built to scale with it – maintaining a strong connection to its beginnings while offering a timeless and easily recognisable identity across future locations.
YOUR BRAND IS YOUR FIRST IMPRESSION.
What's yours saying?
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