THE BRIEFING

Jack Aidone, then employed as a chef at a restaurant in Plant 3 in Bowden, noticed employees of Plant 3 businesses often enjoying an after-work drink and pre-dinner bite, before heading home. Jack, who is half Italian, half Australian is entrepreneurial and wanted to meet this demand, by offering his speciality; Arancini. He planned to sell his delicacy from his newly purchased food cart. He approached me, to give his business a face.

In Jack's initial briefing to me, he mentioned he wanted included in some way…

Arancini;
The catch-cry, "Love Italy, love Arancini " and;
That the logo be simple

THE JOURNEY

Throughout the design intention briefing process, I identified that his stall was going to be placed nearby several cocktail bars in Plant 3, and with that in mind he may like to consider the concept of 'l'aperitivo' - the warm-up-to-dinner, Italian tradition consisting of an alcoholic beverage with a light meal, at the end of the workday. He liked this idea and has plans to team up with a bar to offer an Arancini + cocktail, combination deal.

For Jack's visual identity design solution, inspiration was taken from the 2020 Aperol campaign, ' Spritz@6', making a connection between the campaign's art deco style with brightly coloured artwork and arancini. The resulting identity is a playful, colourful, art deco typographical logo with geometric sophistication.