The “delicious” creation of a Brand
Missultin Slow Lake Cuisine
After taking over the former "Rodolfo" restaurant in Vira Gambarogno, Chef Alessandro Fumagalli opened Missultin: a celebration of the lake flavours mixed with a modern and experimental style.
The Chef asked us to help him in the creation of the Brand: a project that involved us all and that required an extra pinch of pure and romantic Branding. We loved it!
The ingredients of the Brand
The name, Missultin, is the dialect term for agone, a lake fish that requires an ancient, almost ritualistic preparation, in which the fish was marinated in the "missolta", a wooden container, then left to dry before being served with polenta. But how could we represent a top restaurant, with the name of a fish recipe, without being basic?
The logo is composed of a very refined font that adds a touch of quality, elegance and style. The grace of each letter, the characteristic sharpness of this font, Colgent, is reminiscent of a fish hook.
The colours are inspired by the shades of the lake and can be used individually or together to recreate the nuances of the water.
Payoff and illustrations: the final touch
The payoff "Slow Lake Cuisine" encapsulates the strong connection to the local area; at the same time it refers to "Slow Food" which promotes a genuine and careful cuisine that fully reflects the culture of the dishes offered by the Missultin. The word Cuisine recalls the purpose of the brand, underlining an ambitious and elegant cuisine.
Missultin is not (only) a fish restaurant. What is crucial for chef Alessandro Fumagalli is the choice of simple, local and seasonal ingredients. For this reason, the visual identity of the brand often includes illustrations that represent all the ingredients and complete the concept of a complete cuisine closely linked to the raw materials.
HubSpot: our kitchen
We implemented a multi-channel strategy based on HubSpot.
Not only a new easy-to-navigate website containing all the graphic assets of the brand, but an entire digital ecosystem made up of several elements (websites, social media, newsletters, contact forms) that can be managed from a single platform.
Those who work in the restaurant industry really struggle to find the time to manage communication on the web, even if it's just small changes. In this way, Alessandro Fumagalli and his staff can independently manage bookings, menu updates and emails from customers and suppliers. All in one place.
A new identity, the "old" way
For Missultin, we coordinated the entire "analogue" brand identity: from the business cards to the restaurant signage. Menu, wine list and gift vouchers through to the professional photo shoot by Maja Juzwiak.
An offline Media Planning strategy is already in place (and being activated for 2022) for which we will continue to provide graphic, visual and textual assets for every type of channel: we have already created a Media Kit on Frontify designed to be shared with newspapers and all external promotion channels (online and offline) that the client and the recipients of the Kit can use independently.