From Milan to Núñez, an Identity Rooted in History
La Madonnina is an Italian restaurant with a long-standing tradition in the Núñez neighborhood of Buenos Aires. Our challenge was to uncover the story behind its name and transform it into a visual identity that reflects its roots, family spirit, and passion for Italian tradition.
The challenge
La Madonnina had an established history and a recognizable logo, but lacked a distinctive symbol and a visual concept that truly represented its story.
It all began with a simple question: where did its name come from? The owner explained that it referred to the Madonnina, the iconic Virgin Mary figure of Milan. This discovery opened the door to an identity deeply connected to the Italian city's culture, history, and traditions.
The real challenge was to introduce a new symbol while preserving the structure of the original logo and developing a visual language capable of conveying four essential values: home, Italy, quality, and tradition.
What we did
We began by researching Milanese identity, exploring its colors, symbols, and cultural expressions, from religious iconography and the legacy of the Roman Empire to the city's historical elements.
Drawing inspiration from this heritage, we reinterpreted the female figure of the Madonnina and transformed it into the brand's central icon, integrating it into the existing logo and building a meaningful visual identity.
We developed a versatile graphic system designed to ensure consistent communication across every touchpoint: menus, printed materials, in-restaurant applications, and social media content.
The result was an identity that honors the past, expresses the restaurant's personality, and can evolve without losing its roots.
- Brand identity
- Logo
- Brand guidelines
- Stationery
- Website
- Menus
- Business cards
What changed for La Madonnina Trattoria
- —Renewed brand identity with a distinctive symbol inspired by Milanese tradition.
- —Unified visual communication across menus, print, website, and social media.
- —Stronger brand presence and visual recognition inside and beyond the restaurant.
Want something like this for your brand?
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