Introduction & Brand Essence
Ciao! is a pasta-to-go restaurant redefining convenience food with attitude — fast, flavorful, and unapologetically bold. Rooted in the energy of modern street culture, the brand captures the spirit of spontaneity and indulgence in every bite. With no table manners or rules, Ciao! celebrates food that’s hot, messy, and made for cravings — transforming an everyday grab-and-go meal into a statement of flavor and freedom.

Audience & Purpose
Targeting young urban professionals, students, and food lovers who live fast and crave authentic experiences, Ciao! needed an identity that spoke to a modern, unfiltered generation. The goal was to position Ciao! not just as another quick-serve eatery, but as a youthful, rebellious food brand that thrives on personality and originality. The design direction aimed to evoke a sense of casual cool — bold enough to stand out on busy streets and memorable enough to build loyalty through shared culture and taste.

Scope & Creative Direction
The project included a complete brand identity and loyalty card system designed around the keywords Unfiltered, Modern, Youthful, Bold. The creative strategy emphasized expressive typography, vibrant visual contrasts, and punchy copywriting that mirrored the brand’s fast, fun personality. Every design element — from color palette to card design — was created to amplify Ciao!’s “no rules, just flavor” philosophy, turning the brand into an instantly recognizable to-go icon that speaks directly to the new generation of food enthusiasts.