La Brasseria – Brand Positioning & Identity

  • Jonny Rowe
  • Joe Russell
Getti had been serving Italian food to visitors and the local community in Marylebone for 20 years — the Fraquelli family is well known in these parts. Early last year the family decided that it was time for a complete overhaul.
Land of Plenty were tasked with redefining the brand proposition, leading to a new brand identity and supporting collateral. The identity included the logo, colour palette, typefaces, illustration and materials; menus; website; interior and exterior signage.
We helped the Fraquellis to define their offer, creating something unique to them. The result is an all-day dining experience, like the best Parisien brasseries, paired with the food from their home city of Milan. This proposition led the whole visual identity, and also resulted in an unexpected change of name.
To communicate the brasserie proposition — a relaxed approach, in which everyone is welcome — we commissioned the fashion Illustrator Isabella Cotier (herself Anglo-Italian).
She captured a snapshot of Marylebone’s many characters — from fashionista to off-duty barista, and the many things between.
These illustrations will be tailored to each new La Brasseria, the next being on Jermyn Street in St James’s.
We worked closely with interior architects Fettle, to ensure that both the identity and refurbishment were complimentary.