Forty Forty was retained by Piatti to revitalize the brand by celebrating the use of locally sourced, small grower ingredients and a greater commitment to a chef-driven menu across the chain.
Our objectives were to signal to lapsed and new customers that there is a reason to try the brand again and to create a new story. Then we needed to ensure that the story has the ability to capture the distinct customer types and requirements of each of Piatti’s 10 locations.
A new management team took over after the original rebrand and was less committed to the concept of a different menu for each location. FortyForty was asked to re-look at the brand identity, and create a new expression of Piatti that was crisply Italian with a nod to the rustic.
“When Forty Forty explained their approach to reinventing our brand communications, we were sold,” said Bob Burke, president of Piatti. “They’ve brought life to our Piatti menu concept and we believe the new branding will help our customers easily embrace our commitment to Italian inspired cooking, accented with locally grown and sourced ingredients”