R A D I C I
Naming, Brand Identity, Graphic Design, and Research
Create branding for an Austin restaurant that draws from unique personal experiences with food and cuisine.
THE PROMPT
PROPOSAL AND GOALS
After spending a semester in Milan Italy I had the opportunity to delve into the rich culture that is Italian cuisine, being from the south I drew together an idea for a traditional osteria that could come about in Austin, Texas. After deep diving I connected something that the American south and Italian cuisine have in common, their roots! Italian roots! Southern roots! A match made in heaven! Within this branding project I wanted to create a place that gave a homey yet elegant feel, nothing too uptight but also not completely casual
SKETCHING AND DIGITAL ITERATIONS
Through multiple explorations, I developed the “R” as the visual root of the word — a grounding form that balances stability with movement. Maintaining fluidity was essential, so I refined the R to feel anchored yet dynamic, allowing it to guide the viewer seamlessly through the rest of the letterforms.
TYPE CHOICES
Azo Sans and Quasimoda are complementary typefaces that create a refined balance between contrast and harmony, each bringing its own distinct character while working cohesively together. Azo Sans offers a clean, modern structure with geometric precision, while Quasimoda introduces a softer, more expressive tone. This pairing is further elevated by subtle influences of classic Italian design—marked by elegance, proportion, and a sense of effortless sophistication—resulting in a typographic combination that feels both contemporary and timeless.
COLOR PALETTE
Milan is a city rich in natural elements, with greenery woven throughout its urban landscape, so I aimed to reflect that by emphasizing a complementary color palette. By incorporating greens—from deep, milder tones to a brighter, more vibrant accent—I introduced moments of visual interest while maintaining an overall sense of restraint. This approach allows the palette to feel lively yet refined, capturing the essence of Milan’s balance between natural vitality and understated Italian elegance.
FINAL LOGO MARKS
