I collaborated with Irving & Co on the brand identity and packaging for the launch of chef Giorgio Locatelli’s new dining spaces at the National Gallery in London.
The aim was to create a visual personality that communicates with simplicity and immediacy, while maintaining a strong connection to Italian style and elegance.
For Bar Giorgio, we crafted a lively and approachable identity, with bold geometric graphics and a contemporary feel that evokes the convivial spirit of the Italian café. This was applied across cups, packaging, and interior details.
For Locatelli, the visual direction was more refined and understated, with clean typography, elegant details, and a style that reinterprets Italian tradition in a modern way.
The result is a coherent and distinctive system that unites two complementary identities: the welcoming, everyday atmosphere of the bar and the sophisticated character of the restaurant, bound together by a sense of Italian authenticity.
Project team
Julian Roberts, creative director at Irving & Co
Federica Caputo, designer
Category Brand Identity and Packaging
Client Giorgio Locatelli
Date 2025
