Kristie Curttright | Graphic Design
Project Statement
Vecchio Giardino is an Italian Restaurant in the heart of San Francisco, California. Vecchio provides a sophisticated, fine dining experience, where clientele enjoy an elegant and exclusive experience.
The restaurant features old world, traditional Italian cuisine where every dish carries the flavors of tradition from many regions throughout Italy. Vecchio Giardino’s somalier frequently visits vineyards throughout Italy to bring back an extensive wine list that is assured to complement their delectable entrees.
The restaurant is located in a restored warehouse in San Francisco’s Little Italy that is recognized for its rich Italian heritage. Vecchio hosts an outside dining experience in the midst of their beautiful palazzo garden that surrounds a rustic fountain. The al fresco ambiance transports visitors into a romantic and timeless atmosphere.
Vecchio Giardino required a complete rebranding of their printed collateral including letterhead, business card and menus to better reflect their old-world atmosphere. I selected the display typeface Aviano Flare for their logo and manipulated the letter forms to fit together in a unique and elegant fashion. I felt that a very thin, and graceful font would best reflect their trendy dining atmosphere. I also utilized Aviano Flare’s small caps for headings. Avenir LT Std was selected as a complimentary san serif font for all other text in various weights. This font blended well with Aviano Flare and extended the sophisticated ambiance of the logo.
A delicate but elegant color palette was chosen using a grayish blue hue, including two different color variations, with a hint of light-yellow for accent. These colors express the peaceful and tranquil feeling of the venue, all the while presenting a sophisticated touch that reaches out to San Francisco’s elite audience.
Vecchio’s menu was created with an open and succinct design that utilizes the simplistic Avenir LT Std for ease of readability for all ages.