Lo Scoglio Identity & Collateral

Branding + Creative Direction

Lo Scoglio is an incredible farm to table restaurant nestled in a cove on the Amalfi Coast in Italy.  The seasonal restaurant opened in 1953 – literally built on a boulder (”scoglio”)  in the sea. Everything served is planted, grown, and harvested by the De Simone family. Now run by the grandchildren of its founders, it has grown both in size and international notoriety.

They asked me to design a menu for their newest expansion, a casual beach bar/cafe adjacent to their restaurant. I went back to them with a complete revamp of their visual identity. First I re-drew their logo, based on the lettering in the iron gate to the property. In addition to creating a menu for the bar/cafe, I redesigned the original restaurant menu (the last version was from nearly 15 years ago). The restaurant menu features watercolor illustrations of their products and produce, while the bar menu is more laid back, playing on a motif in the tiles of their kitchen. To tie these two eateries together, I created new set of business cards – featuring an assortment of images including vintage photos of the restaurant when it opened, watercolors of their produce, and patterns reflecting the seaside.

Try to eat there before you die.