Ippolito Fleitz, who is responsible for the branding and identity design for White Monkey Pizza Lab and Bar, employs multidisciplinary thinking in order to develop the unorthodox approach that the company takes… ippolito fleitz, a design firm located in Stuttgart that has won several awards, has often shown its ability to achieve success by thinking outside the box in the domains of architecture, interior design, communication design, and product design. Their most recent endeavor, “white monkey,” a pizza lab and bar for marchĂŠ international, reimagines the traditional Italian pie and provides a contemporary look at the distinctively Italian passion for lifestyle and dolce vita. This project was completed for the client “marchĂŠ international.” White Monkey explicitly presents itself as a pizza lab and bar, where ingredients are mixed in odd ways, the pizzas are long rather than round, and they are sliced with scissors and divided between friends. This is an environment that encourages experimentation as well as socializing with friends. The pizza shop may also be used as a cocktail bar and serves as a gathering spot for those living in the city. ippolito fleitz extends this one-of-a-kind image and the marchĂŠ’s enthusiasm for quality and freshness into a visual and spatial identity, reflecting the establishment’s historic origins in a manner that is relevant to modern times. The amalgamation is present throughout the whole design idea, from the logo to the color palette, the visuals, and the space; it refreshes trusted memories with current components and condenses them into a collage throughout. The white monkey mentality is reflected in the distinctive visual look created by the logo by combining a traditional serif font with a more contemporary typeface and adding a monkey to the top of the letter “o.” Warm rose, crimson, and earthy tones are included in the color palette; they are raised with a blend of blues and yellows to foster a tonal harmony. The color palette was inspired by the traditional culture of Italy. The brand identity is strengthened by the use of vivid visuals and nostalgic elements that have been reimagined in a contemporary urban setting. Italian sculptures and women clothed only in swimsuits appear on and in conjunction with large floral patterns, brightly abstract shapes, and surrealist themes. the pleasant brand spokesperson and the namesake white monkey, finally presents a world of pizza that is unorthodox with a sly glint in the eye and new ideas. a confusing yet reliable component, it welcomes customers at every turn, appearing as a neon sign outside, disguising itself as an occasional table lamp or signpost inside, or even on glasses, carafes, and bread bags. Additionally, monkey-shaped business cards are available for customers to take with them as a fun memento of their experience. White Monkey continually displays its daring brand identity, which is executed spatially and visually on custom designed pizza boards and menus, as well as for communication media, including print – invitations, posters, commercials – and digital – website and social media channels. The lusty, vivacious, and often insane notion of the white monkey, which has a brand image that is almost strange, finds expression in the interior design of the pizza as well. Tomorrow, Ippolito Fleitz will be revealing how they incorporated their modern take on an Italian classic into the design of the interiors of the White Monkey Pizza Lab and Bar, so be sure to check back then. Check out the images on indiaartndesign.com to see this branding exercise that was brilliantly put together.
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