Azzurra
A restaurant that needed a visual identity as warm as the food it serves.
Brand system · Art direction · Print · Digital
Azzurra is a seafood restaurant on Sloane Street, Chelsea, inspired by Italian coastal traditions. By the time I was brought in, the logo was set — but everything else was undefined. A previous agency had proposed a green and turquoise palette. The owner decided it wasn't right — he wanted blue, something warmer and more Mediterranean. The logo was already set, but everything else needed building from scratch around a new colour direction.
The owner came to me with a clear starting point — blue — and everything else to define. I developed the full brand system from there: colour palette, typography, illustration direction, print materials, and the original website design in Figma. The website was later built and maintained by an external agency; the design shown here reflects the original direction.
The starting point was the colour. I moved away from the cold greens entirely — replacing them with Mediterranean blues and soft sandy tones that feel coastal without feeling corporate. Watercolour textures, lemon illustrations, and subtle sea-inspired patterns added character without overworking it.
The rest of the system followed the same logic: restrain the graphics so the food and the space can do the work. Layouts were kept clean and image-led across menus, signage, and the website. The brand had to feel like somewhere you'd actually want to eat — relaxed, considered, genuinely Mediterranean.
A complete brand system that launched with the restaurant. Coherent across every touchpoint from the first menu to the website — fresh and coastal without trying too hard.
