Type

Brand Development, Marketing Collateral, Interior Artwork, Guerrilla Advertising & Website Development

The Brief

The folks at Teatro group are innovating just as often as we are Brandsmithing. They wanted a location where they could bake the crusts, cookies and croissants for all the Teatro group locations. With 6 individual brands acting as an extension of the Teatro Group legacy, the 7th concept needed to make an impact despite a formidable recession.

The branding for their new space near the Bow River needed to hallmark all of the quality, care and elegance of the Teatro Group while making a mark with its own unique innovative identity. Inviting individuals, who bike, walk and thirst to a vibrant space that pairs unmatched quality with unconventional modern beauty.

To accomplish these goals Alforno’s brand needed to be instantly recognisable and their walls needed to be filled with custom artwork. The ultimate goal with any new restaurant is to drive traffic, create awareness and build a brand that inspires loyal engagement.

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The Work

By paying homage to modern Italian design, “Alforno” was born. The name translates to “From the Fire”. The palette was derived from the golden brown hues of fresh baked goods and the crisp whites of Carrera marble. The typeface is impactful yet simple, allowing for ease of recall and name recognition, which is hugely important when the word is of a foreign dialect.

Alforno’s brand identity creates a bold statement in the community and within the restaurant itself. The timeless appeal of the logo works across a variety of sizes, formats and functions, both standing alone and accenting the space.

Keeping consistent branding across menus, t-shirts, artwork and web all re-enforce the brand and help build Alforno’s story. Taking the best pieces of baking tradition and modern design innovation and making something bold. Bikes along the river pathways, signs for “Free Air” and artwork throughout the space tell Alforno’s story: We are here for you, with timeless quality that nurtures the perfect experience.

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The Outcome

Alforno attracts curious, hungry and discerning folks by bike, by foot and in droves. It has become one of the most photographed and beloved cafés in Calgary. Their Instagram hashtag #alfornobakery has over 500 posts and #alfornoyyc bosts over 250 posts. The big, bold logo we created has become a landmark, attracting the attention of prominent bloggers and influencers throughout the city.

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