Reviving tradition

How to Turn Tradition into Novelty

Branding, Print, Web

D’Abruzzo is a start-up food business dedicated to the culinary heritage of the relatively unknown eponymous region in the Apennine mountains of Italy. To open shops and trucks in Brooklyn the company needed to compete in a space dominated by flashy food newcomers. D’Abruzzo needed to communicate authentic tradition while being able to stand out in a vibrant marketplace dubbed the ‘Woodstock of Eating. In other words, could old-school Italian be made hip again?

Doubling Down on Tradition

To help the company stand out in the hip marketplace, I persuaded the client to double down on tradition. I created a logotype that referenced vintage Italian shop signs but could also compete visually with newer Brooklyn brands. The brand featured photography of St. Tomasso, a hilltop town in Abruzzo, and the company’s vintage equipment such as the Arrosticini grill.

Creating a Brand

The contrast of old and new created a brand that resonated with market-goers. The result is a successful brand that feels both traditional and current. Having attracted large crowds at various food markets, D’Abruzzo has gone on to win first prize a the World’s Fare and the prestigious Vendy Awards. The company is currently working on expanding and creating packaged foods.