Sobelini asked us to build a brand that celebrates its Italian flavors while blending the bold energy of New York City. To bring Sobelini’s fiery spirit to life, we created a visual identity that fuses classic Italian flavor with a modern New York edge.

We built the foundation with a tall, condensed typeface that evokes confidence and attitude. Surrounding this, we developed a graphic system full of movement and fun. At its center is a charismatic chef character that is always in action, always dishing out flavor, always interacting with his creation. This character-driven system adds a playful, approachable layer to the brand.

To balance the boldness, we added geometric patterns inspired by traditional Italian design. These elements nod to Sobelini’s roots while keeping the look fresh and contemporary.

The result is a brand rich in personality; spicy, vibrant, and unforgettable. Just like the crunch.