Ciata
New York, USA
2020
Commercial
48 m2
Leonardo Neve, Diego Vilatela, Angel Valerio
Jesus Amezcua, Max Pasquel
Project
Ciata is a fast-casual concept of Schiacciata, a sandwich from Florence, Italy. Store locations are planned for small formats in urban markets across the USA, starting with Urban Space in Lexington Av.
The design focuses on the hand-crafted nature of the sandwiches and emphasizes the importance of real, fresh, gourmet ingredients. These elements are presented using handmade illustrations applied to interior and menu designs, to showcase the humanity and creativity of the brand, and soften the visual heaviness of meat ingredients.
The design also seeks to evoke the aesthetics of Tuscan sandwich shops and wine bars, giving a sense of familiarity and warmth, staying away from the harsh and impersonal feel of the rest of the fast-casual food chains.
The color palette was carefully selected to emphasize both the nostalgic feeling of Tuscany, and the freshness of the ingredients. Consequently the primary color palette consists of a light earthy tone contrasting with a bright red tone. The secondary palette includes colors and materials that reflect a warm, nostalgic and wholesome aesthetic, while maintaining a contemporary feel.