Vicoletto

Turning a Restaurant Vision Into a Real Brand People Instantly Recognize

Quick Snapshot

Client: Vicoletto is an elevated pizza and cucina restaurant opening in Jersey City, New Jersey.

The Problem: The restaurant was brand new and had no logo, no visual identity, and no clear system to build the brand around.

What Brand To Table Did:

We created the entire brand identity from the ground up starting with strategy and ending with tangible brand assets.

What Changed:

Vicoletto went from an idea in the owners’ heads to a fully defined brand they could confidently build the restaurant around.

The Impact:

The owners gained clarity, confidence, and a brand that felt intentional, premium, and aligned with their ideal guest.

The Challenge

Starting a new restaurant is exciting, but it can also feel overwhelming. Vicoletto had a clear vision in their minds, but nothing concrete to show for it yet. No logo. No colors. No fonts. No visual direction.

This is where many new restaurants get stuck. They rush to open and piece things together as they go. A logo here. A menu there. A sign that does not match anything else. Over time, the brand feels disconnected and confusing to guests.

Vicoletto did not want that. They wanted to start the right way with a brand that felt thoughtful, elevated, and built to last. They needed a partner who could take their vision and turn it into something real.

The Strategy

Before designing anything, we focused on clarity. A strong brand does not start with a logo. It starts with understanding who the restaurant is for and how it should feel the moment someone walks through the door.

Our strategy centered on three key ideas.

First, we defined the ideal guest. An elevated pizza and cucina concept needs to feel approachable but refined. The brand needed to attract guests who appreciate quality, simplicity, and craftsmanship.

Second, we kept the identity clean and timeless. Too many restaurants overcomplicate their branding with trendy fonts or hard to read logos. We made sure everything was simple, legible, and versatile.

Third, we built a full system, not just a logo. Every touchpoint needed to feel connected. From the pizza box to the to go bags to future marketing materials, the brand had to work everywhere.

This is where Brand To Table acts as a strategic partner, not just a designer. We focused on long term usability, not quick visuals.

The Execution

Once the strategy was clear, we brought the brand to life step by step.

Brand Discovery

We held a brand discovery process to understand the owners’ vision, positioning, and guest experience goals. This gave us a clear foundation to build from.

Visual Identity Creation

We designed the Vicoletto logo with simplicity and clarity in mind. From there, we developed a complete visual system including colors, textures, and typography that felt elevated but welcoming.

Brand Guidelines

We created a brand guidelines document that outlined how the brand should be used across all platforms. This ensures consistency now and in the future.

Physical and Marketing Assets

We extended the brand into real world touchpoints including pizza box design, to go bags, and marketing collateral. Each piece reinforced the same look and feel.

Digital Foundation

We also laid the groundwork for the website which is currently in progress, ensuring the digital experience matches the physical one.

The Results

The most important result was alignment. The owners felt seen, heard, and understood throughout the process.

They received a brand identity that matched the vision they had in their heads and made it tangible. Every element worked together and felt intentional.

The brand now feels confident, premium, and ready to grow. Instead of guessing or patching things together, Vicoletto has a clear identity they can build around for years to come.

As the client shared,

“We paid more than some other vendors we spoke to, but the work Brand To Table delivered clearly showcased their experience and level of expertise. We got what we paid for.”

That confidence is the real win.

Why This Worked

This worked because we did not skip steps. We led with strategy, not design trends. We focused on the guest experience and long term brand consistency.

By understanding who Vicoletto wanted to attract and how the brand needed to show up, every decision had purpose. Nothing was random. Nothing was rushed.

That is how strong restaurant brands are built.

The Takeaway for Restaurant Owners

If you are opening a restaurant or refreshing an existing one, do not treat branding as an afterthought. A logo alone is not a brand.

Investing in clarity early saves time, money, and frustration later. When your brand is clear, every decision becomes easier. Menus, signage, social content, and marketing all fall into place.

The biggest mistake restaurant owners make is choosing speed over strategy. The best brands choose intention.