We developed the brand identity for la Polenteria, London’s only polenta-based restaurant. As an ambitious new London restaurant brand, the visual identity draws inspiration from traditional Italian and Romanian styles, most notably by using a polenta-board as the main graphic element. The logo system itself is uncomplicated and reliable — much like the menu. The identity is not loaded with unnecessary elements and instead aims to create a sense of community and inclusion.
As part of the la Polenteria brand development process, we consulted with the interior architects to design a fluid space that was comfortable and up-market. Traditional materials such as copper and iron have been used throughout the building to help link the dining experience with the centuries-old customs and eating rituals synonymous with polenta. A range of typographic and illustrative expressions punctuate the area, allowing us to share the history of polenta and other gluten-free ingredients while creating an atmosphere that inspires diners to step out of their comfort zone by trying something new.
We used interior design and graphic wayfinding throughout the space to make the most of the available light within the London restaurant brand’s flagship unit on Old Compton Street. Soho is famous for its narrow streets, so we brought some of this thinking inside, resulting in two distinct areas that look and feel authentically European.
In order to create brand consistency through all la Polenteria experiences, we designed a full range of materials including the restaurant interior, staff uniforms, loyalty cards, website and food photography. This holistic approach brings with it a sense of detail as every element has been considered and designed to best reflect the London restaurant brand proposition.
Illustrated by Deniz Gustavsson Atasel, the interiors were completed with giant ‘explainer’ boards that show the polenta life-cycle. Each board was hand-illustrated on-site by Deniz and captures the aesthetic of the London restaurant brand beautifully.