eataly italia
overview
In three years at Eataly Studio (in-house creative team) within Eataly’s Italian network, I worked at the core of the brand’s daily creative engine - where brand strategy becomes tangible experience for millions of customers.
The challenge: maintain a cohesive visual identity across a complex ecosystem (flagship restaurants, retail stores, events, national campaigns) where every touchpoint must balance operational functionality with brand storytelling. My work ranged from menu design for the Turin and Genoa flagships to art direction for seasonal campaigns, from in-store installations for the Nuova Pizza Eataly launch to large-scale event graphics for “Bagna Cauda Day.”
Every project started from the same question: how to translate the authenticity of Italian food into a visual language that works for both the regular customer and the international tourist.
menu design
Eataly’s menus aren’t simple lists of dishes. They’re navigation tools that guide the customer from product discovery to ordering. I designed layouts that balance functional readability with brand storytelling, working across the Turin (Via Lagrange) and Genoa flagships.
Eataly Turin / Via Lagrange - June 2019
installation
Eataly and Slow Food jointly developed a new supply-chain pizza concept - four pillars (supply chain, craftsmanship, lightness, accessibility), a Manifesto, nine regional pizzas featuring Slow Food Presidia ingredients, and a 10-stop launch tour across Italy.
The creative challenge: how to communicate such a layered project in-store - years of research into flours, leavening, and sourcing - in a format customers can grasp in seconds, while sitting at the table and about to order?
I designed a communication system built around the visual metaphor of the traditional wooden pizza peel: each peel installed in the restaurant area displays one point of the Pizza Eataly Manifesto.
"Are you sure to know the secrets of the new Eatalian Pizza?"
The installation turns a restaurant wall into a physical narrative. Customers read the story of the supply chain, ingredients, and production method (50 hours of leavening, stone-milled organic flour from Mulino Marino, fresh fiordilatte from in-house dairies) through an object that belongs to pizza tradition itself. The result: a complex story made immediate and tangible, without needing staff to explain it.
advertising / art direction
Art direction for print campaigns and posters focused on the concept of “taste appeal”. The visual strategy elevated seasonal products and limited-edition menus, translating the authentic flavours of Italian cuisine into compelling visual storytelling for key events.
The concepts developed - from “Nature Vive” to “Un bosco di offerte,” from “Siamo innamorati del cibo” to “Bagnum” - demonstrated the ability to adapt a single art direction across diverse formats: from institutional advertising to promotional communication, from retail to digital.
Corporate ADV. - August 2017
"Natura Viva" (autumn 2017) frames Eataly's products as classical still-life paintings - gilded frame, Flemish-style composition - with a double-meaning headline ("Olio su tela," which reads as both "oil on canvas" and an invitation to explore Eataly's olive oil selection). The concept proved its scalability by extending into "Un bosco di offerte," where seasonal products become branches of an autumn tree: a standard promotional flyer transformed into a visual narrative consistent with the parent campaign's art direction.
"Siamo innamorati del cibo" (February) translates Valentine's Day retail offers into an immediate key visual (chillies arranged in a heart shape) connecting the love of food to the occasion through a visual metaphor that works without any supporting copy.
"Bagnum" is a different kind of project: identity and promotional materials for a gourmet street-food concept by Michelin-starred restaurant Il Marin. The naming plays on the iconic ice cream reference, reinterpreting a traditional anchovy recipe for the Genoa Boat Show audience, demonstrating the ability to shift creative tone from mass retail to a niche audience.
Corporate ADV - Oct. 2017
Promotion ADV - Oct.2017
Promotion ADV - Feb.2019
Poster for a naval event at Porto Antico - June 2019
events
The Bagna Cauda Day is one of Piedmont's most iconic food events - over 16,000 seats across more than 150 venues in Asti, throughout Piedmont, and around the world. For the three-day preview at Eataly Lingotto ("Che Bagna Cauda!"), the challenge was designing a graphic system that could unify very different touchpoints: promotional materials for the restaurants, banners for the Grande Asta della Bagna Cauda (a one-of-a-kind charity auction of ingredients), graphics for cooking workshops, spatial design for the final Sagra, and social communication across the three days.
I developed a versatile visual identity that works from the outdoor poster to the internal auction signage, maintaining a single visual thread that connects food, education, and community - the event's three pillars.
social network / digital communication
Digital content creation aimed at maintaining a consistent brand voice across all touchpoints. The work ranges from translating key event visuals into social-first formats to designing original layouts for cooking classes, curating high-impact archive photography to drive engagement.
Special event // Eataly Torino
Institutional adv // Eataly Italia
Special event // Eataly Monticello d'Alba
Event // Eataly Monticello d'Alba
Event // Eataly Monticello d'Alba
