Brand Identity Design
Zocca Cucina Italiana is a new Italian restaurant in Dedham Square, inspired by the energy and traditions of Northern Italy’s Zocca. As a full brand identity project, I collaborated with the team to create a visual system that blends rustic charm with modern vitality—mirroring Zocca’s seasonal menu, wood-fired pizza, house-made pasta, and welcoming atmosphere
Strategy & Execution
I crafted a full brand identity system for Zocca Cucina Italiana—a new Italian restaurant in Dedham Square—aiming to reflect the energy, traditions, and rustic charm of its Northern Italian namesake. The goal was to create a visually rich, flexible identity that feels both authentic and inviting, seamlessly blending Zocca’s seasonal menu, wood-fired pizzas, house-made pastas, and warm hospitality into a cohesive brand story.
Deliverables Included
Custom logo design and brand mark
Refined color palette and typography system
Signature visual elements to capture ambiance and personality
Collateral templates: menus, social media graphics, signage
Comprehensive brand guidelines to ensure consistency across all touchpoints
Key Messaging & Story Anchors
Authenticity & Place: Emphasized Zocca’s connection to Northern Italy’s culinary and agricultural roots—telling a story of rustic elegance and coastal Italian warmth through visual identity.
Characterful Iconography: Introduced the custom “Zocca Cow”—a whimsical yet sophisticated illustration celebrating the region’s artisanal dairy heritage—as a memorable anchor for the brand.
Hospitality & Flexibility: Crafted branding that radiates genuine welcome and adaptability, perfectly suited to the restaurant’s growth and evolving brand needs.
Visual Direction
Rustic Meets Modern: Blended nostalgic, earthy tones with contemporary typography and refined design to balance warmth and vitality.
Illustrative Narrative: The “Zocca Cow” illustration became a recurring motif—appearing across menus, signage, and social graphics—creating visual cohesion and reinforcing a sense of place.
Utility with Personality: Designed collateral templates that are both practical and expressive, ensuring staff and stakeholders can easily adapt messaging while maintaining brand integrity.
We began by exploring visual themes connected to Northern Italy’s culinary and agricultural roots. The standout feature became the custom Zocca Cow—a playful yet refined illustration that pays homage to the livestock of the Italian region, known for its artisanal dairy and agritourism. The illustration became an anchor point in the brand system, appearing in key collateral to reinforce a sense of place and authenticity.
Zocca’s identity needed to feel rooted, genuine, and memorable—something that could stand the test of time while remaining flexible as the restaurant grows. The result is a cohesive, story-driven brand that captures the spirit of Italian hospitality and creates a warm welcome from the very first impression.
