Semifreddo
Group
Overview:
The Semfreddo Group project emerged from a vision to reimagine the takeout experience for a premium restaurant brand. Traditionally known for their sophisticated dining environments, the group sought to create a compelling contrast between their elegant dine-in offerings and a more playful, approachable takeout identity. This project challenged the conventional boundaries of premium dining, introducing a creative juxtaposition that would engage customers beyond the restaurant's physical space.
Responsibilities: Creative Direction & Design
Approach
The design strategy centered on developing a whimsical, doodle-inspired visual language specifically for takeout materials that would stand in deliberate contrast to the brand's refined restaurant experience. I created a series of designs, including packaging, stickers, to-go cups, and menus, that embraced a more casual, illustrative aesthetic. These playful elements were intentionally designed to surprise and delight customers, offering a lighthearted counterpoint to the group's established premium dining environments. The approach transformed mundane takeout packaging into a canvas for creative expression.
Results:
Prior to this initiative, the group had no takeout offerings, making this an expansion of their brand experience. The unique design element, including the seasonal takeout menu with hand-drawn illustrations and bold red stickers on premium black packaging, created a distinctive identity that set the brand apart from competitors. Marketing promotions centered around the new takeout concept drove increased customer engagement, attracting both existing clientele and new customers intrigued by the brand's creative approach to takeout dining.