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Brand Identity

A Town becomes a Village

New name, same great Italian cuisine


Villa Pizza & Pasta


Visual Identity



The longest business name in town wasn’t the only thing holding ‘Town & Country Pizza and Pasta Bacchus Marsh’ back - the owners knew they had to rename, reposition and re-launch the all new and improved ‘Village Pizza & Pasta’ all in just four weeks. Wide Open Co’s challenge was to create a premium new brand mark, signage, menus, website skin as well as help with interior design to reflect restaurant’s new identity and help raise its profile.

Visual signals

  • By incorporating knife and fork in the brand mark, we imply restaurant and move away from the fast food notion of ‘eating with our fingers’
  • We clearly denote the two food offerings of Pizza and Pasta both in the symbol and text that displays an organic appeal
  • The Village font has a solid, modern quality that conveys confidence
  • The combination of white and tan signify hygiene, fresh, wholefoods and warmth
  • The deep blue backdrop conveys a confidence attributed to a premium offering

We began by prioritising the marketing device roll-out so everything would work like clockwork in the incredibly short timeframe. Ensuring all parties knew what to expect and when, what we needed from them. Without delay, we set about creating a brand mark that conveyed a confident, fresh, modern restaurant persona.


Keeping costs down was another part of the challenge. Repurposing the existing signage helped keep within budget, as well as keep to the tight turnaround. High visibility is crucial to success in a small town so street and foot traffic facing light-boxes helped communicate: we’re here and open. No longer a franchise, bespoke specials, window decals and wayfinding signage completed the front-facing signage, as well as uniforms to complete and reinforce the new visual brand.


What is a restaurant without an appealing menu? With a complete overhaul of the food available, the new menus had to reinforce the high quality deliciousness on offer. Presented in three formats (framed large format posters without pricing, table menu and take-away menu with promotions) the menus are now the heart of the restaurant, showing customers just what’s in store for them!

Interior Design

Understanding the need to embed Village Pizza & Pasta’s new visual identity within the ‘walls’ (so to speak) of the restaurant, we worked closely with the owner to develop on-brand paint colours and lighting solutions to partition and create a unique ambiance for the dining and work areas.

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