This project was particularly close to my heart, it involved rebranding my dad’s beloved Italian food business, founded in 1983. Over the years, the brand had lost visual consistency, using multiple fonts, mismatched graphics, and lacking a clear identity. One of the key challenges was my dad’s strong attachment to his original logo: a simple winking face that had become iconic to him and his customers.

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Instead of replacing it, I embraced it. My approach was to preserve the original iconography and breathe new life into it. I gave the character a body, a voice, and a full personality, transforming it into the face (and heart) of the brand. This new direction brought coherence and charm to the entire identity system while honoring the legacy behind it.