Leading the naming, branding, design and art direction for what is to become London’s favourite Italian food store isn’t something you do every day. A multi-year project creating and launching a number of sites in London, Afroditi and the team shaped the entire vision for the Coco Di Mama concept – a fashion-inspired, urban version of Italy, rich with Latin identity, character and imagery.
Our approach to the branding concept was influenced by Italian themes of finesse and refinement but tempered with a sense of humour and irony. Coco Di Mama (or ‘Mummy’s Boy’), needed a strong and witty tone but not take itself too seriously. The visual language is very clean. Heavily based on contemporary typography, with more traditional symbols (such as the rosette and gingham patterns), it’s paired with clinical images of beautiful food. Familiar and comforting recipes freshly made on site, combine with undertones of masculinity, modernism and nostalgia to complete the brand architecture. Poster images tying the brand together with high-end Italian fashion imagery and iconic ingredients from the country, articulate the personality for the customer. Based on strong graphics, the interiors use the same language, featuring bold black and white or red and white patterns. Geometrical and confident shapes used in the patterns, as well as light fittings and spatial arrangements both contrast and marry well with softer and elegant finishes such as leathers, timber and tiles.