Food Industry
Art Director
Logo Designer
Luciano Cucina Sincera is an Italian restaurant deeply rooted in the rich culinary traditions of Calabria. The goal of this project was to create a professional logo that embodies the values of family and tradition, representing the authentic Italian dining experience that Luciano and his family offer.
As part of a complete architectural renovation, the restaurant underwent a comprehensive brand redesign. What was once known as "Lucky Food" has now evolved into "Luciano - Cucina Sincera." This change reflects a return to the restaurant’s Italian roots, replacing the international flair of the previous name with a focus on genuine, heartfelt Italian cuisine.
Luciano, the culinary mastermind behind the restaurant, is now placed at the heart of the new brand, with his wife Federica joining him to welcome guests with warmth and sincerity. Their shared values of honesty and passion for food gave rise to the brand’s tagline: Cucina Sincera (Sincere Kitchen).
For the logo design, a handwritten font was chosen to evoke a personal and unique touch in every dish, almost as if Luciano himself was signing each creation. The letter "L" carries dual significance: its shape resembles both strands of spaghetti and the waves of the sea, symbolizing the restaurant’s blend of culinary craftsmanship and elegance. This delicate balance conveys the message of high-quality dining.
The dot over the "i" adds a final flourish to the design, symbolizing that extra special touch in each dish. Its drop-like shape also hints at a drop of sauce, wine, or any ingredient that might spill during cooking, emphasizing the authentic, hands-on approach of the restaurant.
The pattern, made up of interconnected "L"s arranged in a circle, symbolizes the burner of a stove, recalling the idea of “cooking over a live flame”, a technique often used in Italian cuisine to bring bold flavors to life. This pattern, applied to the wallpaper, serves as a daily reminder to Luciano and Federica of the burning passion they share for cooking—a flame that drives them to persevere and succeed, no matter the challenges they face.
