"BLENDING SIMPLICITY AND INSPIRATION" is at the heart of the Prato brand experience. Opened at the end of 2011 and located in Winter Park, Florida, Prato balances modern techniques with a simple approach to cooking Italian classics using seasonal ingredients.
BoyBurnsBarn was tasked with creating a brand design that embraced the combination of warm, rustic, industrial dining vibrancy with a simple stripped down aesthetic. Inspired by the unique landscape of rural Tuscany, and the mid-century socialistic/propaganda era of Italian politics, the design is clean, stark and direct.
The logotype is set in an industrial slab serif with soft rounded subtlety. It is underlined with a simplified stalk of wheat icon. The wheat is a cornerstone ingredient in many of their dishes, whether it's in the pizza, the pasta or their bread. The collateral uses the often maligned mid-century font Courier, originally intended for government use. Here it works well as a typeface presenting information without any flourishes or pageantry. The final result is a balanced industrial yet inviting brand that compliments the space.
Triple flags on the facade of the building are based on family flags found on many streets of medieval Italian towns. The glowing orange logo above the door gives off a very similar light to the oven found inside.
All that aside, Prato uses a lot of fire to cook and we like that a lot.