A New Identity

Owned by four generations of the Panella family, Antica Pesa showcases over a century of Roman tradition with its deep roots in Italian culinary history. Today, after a decade in New York and a century in Rome, it continues to pay homage to its homeland by reworking traditional recipes with a nod to modern trends. Its continued evolution, emphasizing sustainability with a commitment to conserve the environment for future generations, has become synonymous with a pillar for devotees of authentic Roman cuisine who view the restaurants as an extension of their own homes.

Our Response

Antica Pesa’s partners commissioned us to create a new brand identity for its New York and Rome locations. The starting point was the logo. We took inspiration from the original brand and re-styled it to add a touch of luxury and modernity, using a modern serif font without losing its characteristic wreath and rectangular container.

The Result

The resulting product is a beautiful blend of history and modernity that artfully expresses the traditional Italian identity of the restaurant, while also communicating an emphasis on the global expansion of the brand in its new location.