Amici di Tavola is the reimagined identity for Vapiano, a German-born global chain specializing in fresh Italian cuisine. Once celebrated for its unique approach to casual dining with fresh, in-house preparation and personalized dishes, Vapiano faced challenges due to overexpansion and inconsistency in its branding. The rebrand was designed to bring back the charm and authenticity that made the chain successful, while modernizing it to appeal to a younger, more vibrant audience.
This project focused on creating a joyful and approachable identity rooted in Italian tradition, celebrating the warmth of shared meals and the rich culture of Italy. The rebrand includes a refreshed tone of voice, a bold and playful visual identity, and a customer-centric approach, emphasising quality, connection, and indulgence.
