Preserving Tradition, Elevating the Experience
Villa Bianca is an authentic Italian restaurant in Frimley, Surrey, with over 37 years of history. When the restaurant came under new management, the objective was to preserve its heritage while modernising the way the brand was presented.
Over several months, I led the visual transformation of the brand through logo redesign, brand identity, packaging, menu design, print materials, promotional campaigns and social media design. Every element was developed to create a consistent customer experience while maintaining the restaurant’s authentic Italian character.
Time Frame:
3+ Months (Ongoing)
Industry:
Italian Restaurant
Role:
Creative Lead, Brand Designer
Project Scope:
Brand Identity, Packaging, Print Design & Social Media
Involvement:
Remove & On-Site
The Challenge
Although Villa Bianca had built an outstanding reputation over nearly four decades, its visual identity had become inconsistent. Branding, printed materials and promotional assets had evolved independently over time, creating an inconsistent customer experience across different touchpoints.
The challenge was to modernise the brand without losing the warmth and authenticity that long-time customers associated with the restaurant. Every design decision needed to respect its history while introducing a more refined and premium identity.
Redesigning the Logo
The project began with redesigning Villa Bianca’s logo. The goal wasn’t to create a completely new identity but to refine the existing one into something timeless, elegant and versatile.
Multiple concepts were explored before arriving at the final design. Playfair Display became the foundation of the typography, complemented by carefully crafted decorative elements that reflect classic Italian architecture and tradition. The final logo was designed to work consistently across signage, menus, packaging, uniforms and digital marketing.
Creating the Brand Identity
With the logo established, I developed a complete visual identity that would guide every future design.
This included selecting the primary colour palette, typography system, spacing, layout principles and supporting graphic elements. Every component was chosen to communicate elegance, authenticity and premium quality while remaining approachable and familiar.
The result was a cohesive identity that could be applied consistently across every customer touchpoint.
Menu Design
The menu is one of the most important brand touchpoints inside a restaurant. It should be easy to navigate while reflecting the quality of the dining experience.
I redesigned the menu layout to improve readability, establish a clearer content hierarchy and introduce a more refined visual presentation. Typography, spacing and section organisation were carefully balanced to modernise the design without changing the restaurant’s familiar structure.
Packaging Design
Takeaway packaging became an extension of the Villa Bianca brand.
I designed a range of packaging materials including pizza boxes, takeaway bags and food packaging that aligned with the new identity. Rather than treating packaging as functional items, they became branded assets that reinforced the restaurant’s premium image even after customers left the restaurant.
Consistency across colours, typography and logo placement ensured the brand remained recognisable beyond the dining experience.
Marketing & Brand Collateral
Following the brand refresh, I designed a range of marketing and print materials that extended Villa Bianca’s identity across every customer touchpoint. Each piece followed the same visual language, ensuring consistency in both digital and physical experiences.
The Outcome
Villa Bianca now has a cohesive visual identity that reflects the quality of its authentic Italian dining experience. From the redesigned logo and colour palette to menus, packaging and promotional materials, every customer touchpoint follows the same design principles.
The project established a strong creative foundation that allows the restaurant to continue growing while remaining true to the heritage that has defined Villa Bianca for more than 37 years.