Frost*collective has worked with Stefano Manfredi and Julie Manfredi Hughes for almost 15 years so for the pair’s latest restaurant venture at The Star entertainment complex in Sydney, the agency began by creating its name and designed everything including the uniforms for the open-air-piazza style pizzeria.

The brief to Frost*collective was to create a brand true to the strong equity the Manfredi name holds for a restaurant – approachable with fresh, well prepared cuisine – and underscore its entry level pricing.

Frost*collective developed the name, Pizzaperta, the brand and identity, as well as a visual system for signage, menus, uniforms and all other restaurant ephemera.

Pizzaperta comes from the Italian ‘aperta’, meaning open. While it echoes the word ‘pizzeria’, the two-syllable word is easy to pronounce and relates to the idea of ‘open for pizza’, which is accessible to all. The name’s Italian roots partner the Italian family name, Manfredi, to give the restaurant a sense of authenticity.

The identity is also based on the notion of openness, represented by the use of a unique stencil typeface that has no closed spaces. The word mark is made up of small common forms and shapes that become the “ingredients” of the brand, and which when rearranged, form the circular, graphic pizza emblem. The bold, classic logo works with a visual system and colour palette that is reduced to black and white, designed to contrast with the wood, marble and fabric of the interiors, as well as fitting into the existing Manfredi brand family.

Vince Frost, executive creative director of Frost*collective noted, “The Manfredi name is synonymous with quality, from their fine dining restaurants, through to the Espresso di Manfredi coffee range. Pizzaperta is a different concept, much more relaxed, but without compromising their values and credentials. Our task was to communicate that to diners by creating a brand which was a cut above your local pizzeria, but just as welcoming”.

“Once people walk through the door, it’s the restaurant’s job to impress so customers remain loyal. Creating an experience to differentiate you in what can be a cut-throat market, is where a brand is so important,” Julie Manfredi Hughes commented. “Frost*collective know us, and this space well and have delivered a name and identity that are on the mark”.

Frost* created the brand and identity for Manfredi’s Balla restaurant, also at The Star, as well as the Espresso di Manfredi brand and range of porcelain ceramics called Ceramica di Manfredi.

Creative credits:

Agency: Frost*collective

Executive creative director: Vince Frost

Creative director: Anthony Donovan

Design director: Benjamin Hennessey