In 2010, Milwaukee-based Roundy’s opened it’s flagship store, Mariano’s Fresh Market, in the Chicago suburb of Arlington Heights, IL. Plans included an in-store café selling authentic Italian gelato and coffee, with the potential to expand into other areas of the store.
Equator were briefed to develop the entire identity for the cafe, starting with the brand name itself, then graphics followed, which needed to be flexible enough to extend across the cafe environment, staff uniforms, printed materials and packaging.
Equator chose the name "Vero" meaning "true" in Italian, to define a brand that symbolises the "True taste of Italy". The logo, formed in the shape of a heart to characterise the passion behind the brand, is bold and memorable. This used in conjunction with nostalgic black and white photography, the result is flexible, sophisticated and playful and allows the brand a strong shelf presence that captures the true romance of Italy as a result.