The name of the concept translates to “Thank You Thank You,” and is connected deeply to the chef’s hospitality approach, not only to customers but also to his staff. We wanted his practice of gratitude to balance with the bold personality of the shop, which resulted in creating a logotype reminiscent of spray-painted graffiti tags and a surprising color palette with neon green, black, and white. The green was chosen as a nod to the Italian flag but keeping red out of the picture ensured the identity avoids cliches. Various line illustrations and a family of playful custom Gs were created to keep the brand identity dynamic and bold.