Fiorella Re-Branding
This is a branding redesign project centered around reimagining the visual identity of a local Rochester business through print and design materials. The project focused on developing a recognizable brand system while maintaining the business’s existing atmosphere and appeal.
ROLE: Designer
FOCUS: Brand identity design, logo design, print design, visual communication
TECH STACK: Adobe Photoshop, Adobe Illustrator
TIME FRAME: March 2026
Overview
This project was an academic rebranding project focused on redesigning the visual identity of a local Rochester business, where I chose the restaurant, Fiorella. The objective was to create a cohesive branding system that reflected the business’s personality while improving consistency across digital and print materials. This included a redesigned logo, business card, letterhead, and menu, with an emphasis on typography, layout hierarchy, color, and brand recognition. Throughout the design process, I conducted research into the business’s existing identity and target audience, and overall aesthetic to better understand the business and how it is perceived by customers.
Process
Before I began, I researched Fiorella’s existing identity, menu presentation, atmosphere, webpage, and customer experience to better understand its place within Rochester’s dining scene. Fiorella focuses on farm-to-table Italian cuisine, wood-fired pizzas, handmade pastas, and locally sourced ingredients, while presenting itself as modern but open and welcoming. I noticed its existing branding didn’t seem to really emphasize its Italian origins, besides the name itself. I wanted the rebrand to reflect the restaurant’s Italian, artisanal sense. I explored many logo and typography ideas, ranging from more elegant serif-based branding to more hand-drawn concepts inspired by traditional Italian signage. The final logo I ended up with features Roman leaves as a nod to the restaurant’s Italian culture and a modern yet approachable personality.
After designing the logo, I developed a consistent visual identity across the business card, menu, and letterhead designs. I incorporated warm yellow tones, hand-drawn food illustrations, and minimal layout structures to reflect the restaurant’s artisanal, locally sourced atmosphere. Because Fiorella’s menu contains multiple sections and seasonal-style offerings, I wanted the typography and spacing to feel clean and easy to navigate while still maintaining the restaurant’s upscale but casual personality. For this project I used Adobe Illustrator and Photoshop for vector assets, layout/compositions, and presentation mockups.