Monte Ofelio, with its full-on Italianità and the best doppio in town, has been my perfect start to the day. Every day. For years.
That kind of closeness – and love – for the “product” turns a rebrand into a real labour of love. But it doesn’t make things any easier. Not even my graphic design studies in Milan helped – because Italians may be absolute geniuses in fashion and industrial design, but when it comes to graphic design… not so much.
Too many typefaces, no hierarchy, all thrown together wildly – the exact opposite of the Zündel approach.

But during the briefings with the Neapolitan brothers Dario and Luca Formisano, it quickly became clear: this visual chaos is part of the Italian DNA. So many stories, all wanting to be told at once – loudly, warmly, simultaneously, and slightly all over the place.
Fine. We need more typefaces.

Our research revealed that old Tabacchi signs and the Carabinieri not only share typography, but also that distinctive blue.
The visual foundation of classic Italianità suddenly boiled down to a simple formula.

Another beautiful story revolves around artichokes. When Papa Formisano went on his first date with Mama, he didn’t bring flowers – he brought a bouquet of artichokes.
That’s how the artichoke became a subtle insider symbol for the Monte community – and a carrier of the brand’s core values: famiglia and amore.

The brothers’ rebellious streak is reflected in the design through an abundance of typefaces – and even finds its way into the logo itself with the attitude: “Gusto ribelle.”
Voilà – perfectly Italian, visually anarchic, beautifully wild.

All the ingredients are now on the table – or rather, on the bar. Our job was to turn them into a flexible brand system that spans everything from daytime bar to proper Neapolitan pizza, from alimentari to fine dining – and can naturally tell a thousand stories at once.

Complimenti to the famiglia for this impressive Neapolitan universe – and mille grazie to our truly italophile sparring partners Stefan Schindele and Felix Gmeiner.
Forza Napoli!

Monte Ofelio Insta
Monte Ofelio Bar Insta
Pizza Ribelle Insta