Concept and Sketches

For this design project, I developed a conceptual brand identity for a fictional Italian restaurant named Figuraccia, meaning “bad impression” in Italian. The name playfully challenges traditional expectations, positioning the restaurant as a bold, unconventional choice for diners seeking something fresh and different.

I began by brainstorming and sketching ideas based on common associations with Italian restaurants. From there, I opted for a hand-drawn stipple illustration style. A design approach currently trending—that adds a tactile, artisanal feel while maintaining a modern, hip edge.

Making the assests

From my initial sketches, I refined the design in Procreate, then imported it into Adobe Illustrator. Using the Image Trace feature, I converted the illustration into a clean, scalable vector format. To emphasize the brand’s cultural roots, I intentionally limited the color palette to green, white, red, and gold colors that not only represent the Italian flag but also convey a sense of tradition, quality, and warmth.