The Need:
Dio Mio Handmade Pasta was looking to open up shop in Denver’s industrial-trendy RiNo neighborhood in the fall of 2016. Head chefs and owners Spencer White and Alex Figura- formerly of the critically acclaimed Lower48- were on a mission to bring high-class fare to a no-fuss counter-service restaurant. While the focus of the venture, naturally, would be on pastas, the duo was anything but lacking in creativity for other dishes. They had a vision for Dio Mio where they could bring adventurous dishes right alongside Italian classics. Previously they had contracted a designer, Anthony at Lightworkers Republic, to create their distinctive “pasta prayer” logo, but were simply given working files for the logo without much ability to bring the identity to market. So I stepped in to do some brand management and help bring this unique vision to life.
The standard Dio Mio logo appearance.
The Remedy:
I began by doing extensive interviews with Spencer and Alex about their vision for their restaurant to tie this into a consistent visual and verbal identity that could be used across all media. It quickly became clear that their outlook on the restaurant industry- and the world in general- needed to be brought to the forefront to become the human voices behind the brand. Their easy-going demeanors and willingness to bring unbelievably creative pastas (like squid ink spaghetti with kimchi and pork belly) to the plate was clearly what would set this venture apart. They also had an idea of what their space would look like physically, with a simple pseudo-industrial aesthetic heavy in blacks, grays, whites and woods to allow the many colors of their dishes to stand out.
The exterior of Dio Mio comes to life.
Given that they were stepping into the hyper-competitive restaurant market of Denver, and in one of the hippest neighborhoods no less, I also engaged in heavy market research of some of their biggest competitors. I sought ways to ensure that their brand identity would cut through the noise of a crowded market.
Through this research, I was able to establish a comprehensive set of brand standards for the restaurant. Additionally, we developed some taglines that would bring the brand to life in the market including “Handmade pasta. Bless it.” to play off the brand name and “Artisanal spaghetti monsters, made fresh daily.” to hark back to the playful joy the founders find in cooking. From there, I was able to deploy the identity into creative signage for the group that would help set the tone for their restaurant.
In-restaurant signage.
Ad for a pop-up, preview dinner.
The Results:
Dio Mio’s brand identity got the venture off on great footing as I was then able to take these standards and use them across the web, advertising, the menu and general print media to tell a cohesive story about what the restaurant would bring to this thriving market. Since I began to work with Dio Mio, they were able to sell out three consecutive preview “pop up” dinners- hosted at spaces around the city-, have been named one of Denver’s best new restaurants by The Eater, Westword, and have been featured on the cover of 5280 Magazine.
