For Ever Exploring, Brand Identity for Ciccio Osteria, in Paris
Restaurant Brand Identity
Ciccio is a creative osteria in Paris, serving gastronomic seasonal-only dishes and natural wines.
The concept of the brand identity is “one Sicilian Chef exploring all 4 seasons and the 4 corners of the world”. It was inspired by the French saying ”les quatre coins du mode”.
The logo is an allograph composed of 4 letters, as in 4 seasons and 4 corners of the world. It is square as a nod to the chef Sicilian roots and changes with the season to convey constant evolution and exploration, which is the essence of Ciccio’s philosophy and cuisine.
All elements can exist separately or come together as a whole forming a microcosm.
Brand Strategy
Social Media Strategy
Brand Identity
Bistronomy and Wine
Challenges
Lack of compelling brand messaging
The Ciccio branding project faced several challenges.
The first one was the client's lack of knowledge on how to effectively communicate on social media and tell their own story through their posts. Without understanding their own story, including strengths and weaknesses, they found it hard to create engaging content for their restaurant.
The restaurant’s online presence attracted the wrong audience
Another challenge was the discrepancy between the Ciccio image and their actual gastronomic cuisine. Ciccio was seen by many locals as “another Italian restaurant”, when in reality their cuisine is creative, gastronomic and on a higher price range.
This resulted in attracting the wrong target audience and caused many complaints about the prices.
These challenges presented an opportunity for us to help the client better align their image and messaging with their actual offerings and target audience.
We were able to identify several issues related to wordings, absence of informations, and DIY visual identity.
Creative Solutions
Brand Story and Positioning
Ciccio’s cuisine, forever exploring
In the positioning process for Ciccio, we conducted several rounds of workshops with the client to identify their motivations behind their restaurant.
As a result, we determined that Ciccio's brand story is centered around the idea that life should always be fun, and that they want to share this joy with their customers through their food and dining experiences.
Ciccio's approach to food is one of exploration and experimentation, reflecting their desire to continually try new things and bring joy to their customers. This positioning will help Ciccio differentiate themselves in the market and attract a more curious and connoisseur target audience.
This positioning is also aligned with Ciccio’s conviction to only serve natural wines, as these are naturally experimental and unexpected.
The Restaurant’s Brand Identity
Food exploration meets love for travelling & Sicilian roots
With our defined positioning, we needed an identity that would be elegant, warm and changing, all at once.
Like most gastronomic and bistronomic restaurants, Ciccio only serves seasonal dishes. The chef will never compromise on this principle and will solely adapt his menu to what’s available daily.
Hence a visual identity that use the number “4” as the guiding star.
The world has 4 seasons, and Ciccio will forever explore all its 4 corners.