usA, argentina, mexico, colombia, uruguay
upscale casual dining restaurant
Founded in 1991 as an Argentinean bistro concept in the SoHo neighborhood of New York City, Novecento continues to provide a home away from home for its guests — a meeting place. The purpose of this rebrand is to build upon the existing legacy of Novecento in order to reach the generations to come.
The purpose of this rebrand is to build upon the existing legacy of Novecento in order to reach the generations to come. With that in mind, our team traveled to Argentina with the chef and restaurant stakeholders to immerse ourselves into the experience of what Novecento should be. From the beautiful and lively streets of Buenos Aires, to the breathtaking views of the Mendoza wine country, inspiration met us at every corner.
novecento brand voice
With every creative decision, including typography, illustrations, color and photography, our goal was to develop an identity that is tangible and appealing to the senses. It can be seen, touched, heard and felt. The logotype is derived from typography inspired by the handmade signs found from the Italian neighborhoods of Argentina, and the title sequences of the iconic 1976 Italian film of the same name. The “900” icon is derived from pictures we took of door numbers from addresses in Buenos Aires.
The soul of Novecento is embodied by brand axioms our team created to establish a brand voice: Relevant but Atypical, Informal but Elegant, Casual but Sophisticated.
A big part of the brand voice was developing illustrative and typographic patterns that is approachable to anyone who meets at Novecento. Our team took well-known Argentinian phrases and mashed them together with creative copy in English. We finished it off with hand drawn illustrations done in-house of everything beloved in Argentina like alfajores, yerba mate, and of course—asado. From afar, these patterns draw you in, and the more you look at them, the more you’re enveloped into the world of Novecento.