Torna
The quality of tradition with a touch of modernity
Year
2017
Category
Brand Identity
Year
2017
Category
Brand Identity
Context & Challenge
Torna is a restaurant and bar in Niterói, Brazil, that set out to offer a laid-back, everyday space with a modern and informal gastronomic experience. The name carries significant local heritage, tied to three previous establishments: Trattoria Torna (1979–2012), Ristorante Torninha (since 1995), and Torna Pub Gastronômico (2012–2017). This legacy presented a unique challenge: to create a new, innovative visual identity that would clearly communicate a new phase and concept, while respecting the emotional connection built over decades.
Discovery
The initial diagnosis identified a crucial need to visually and conceptually distinguish the new Torna from its predecessors. The target audience needed to instantly recognize that this was a brand-new experience—modern, accessible, and casual—yet still grounded in the brand’s cultural history.
Strategy
The chosen strategy focused on transformation and reinvention. It sought to balance the traditional roots of the brand with a fresh, contemporary approach. The visual identity was structured to highlight this contrast, emphasizing a dynamic, modern spirit without abandoning its origins.
Visual Language
Torna's visual language is anchored in an original typographic mix in the logo, blending different lettering styles to symbolize the idea of transformation and fusion—giving the brand a bold and innovative character. This design approach reinforces the brand’s new direction and sets it apart in the market.
The character "Babulina," an iconic symbol from the brand's history, was reinterpreted with a playful and contemporary look, symbolizing abundance and friendliness. The color palette—featuring red, blue, and beige—adds vibrancy and approachability. Graphic contrasts and modular compositions amplify the brand’s dynamic and inviting personality.
Experience
The new identity system was designed for broad and flexible applications. From physical materials like menus, packaging, uniforms, and interior signage to digital platforms and social media, every touchpoint reflects the modern and relaxed atmosphere of the new Torna. The consistency and strength of the brand language reinforce a welcoming and innovative experience, communicating clearly that this is a new chapter in the beloved Torna story.
Context & Challenge
Torna is a restaurant and bar in Niterói, Brazil, that set out to offer a laid-back, everyday space with a modern and informal gastronomic experience. The name carries significant local heritage, tied to three previous establishments: Trattoria Torna (1979–2012), Ristorante Torninha (since 1995), and Torna Pub Gastronômico (2012–2017). This legacy presented a unique challenge: to create a new, innovative visual identity that would clearly communicate a new phase and concept, while respecting the emotional connection built over decades.
Discovery
The initial diagnosis identified a crucial need to visually and conceptually distinguish the new Torna from its predecessors. The target audience needed to instantly recognize that this was a brand-new experience—modern, accessible, and casual—yet still grounded in the brand’s cultural history.
Strategy
The chosen strategy focused on transformation and reinvention. It sought to balance the traditional roots of the brand with a fresh, contemporary approach. The visual identity was structured to highlight this contrast, emphasizing a dynamic, modern spirit without abandoning its origins.
Visual Language
Torna's visual language is anchored in an original typographic mix in the logo, blending different lettering styles to symbolize the idea of transformation and fusion—giving the brand a bold and innovative character. This design approach reinforces the brand’s new direction and sets it apart in the market.
The character "Babulina," an iconic symbol from the brand's history, was reinterpreted with a playful and contemporary look, symbolizing abundance and friendliness. The color palette—featuring red, blue, and beige—adds vibrancy and approachability. Graphic contrasts and modular compositions amplify the brand’s dynamic and inviting personality.
Experience
The new identity system was designed for broad and flexible applications. From physical materials like menus, packaging, uniforms, and interior signage to digital platforms and social media, every touchpoint reflects the modern and relaxed atmosphere of the new Torna. The consistency and strength of the brand language reinforce a welcoming and innovative experience, communicating clearly that this is a new chapter in the beloved Torna story.
Context & Challenge
Torna is a restaurant and bar in Niterói, Brazil, that set out to offer a laid-back, everyday space with a modern and informal gastronomic experience. The name carries significant local heritage, tied to three previous establishments: Trattoria Torna (1979–2012), Ristorante Torninha (since 1995), and Torna Pub Gastronômico (2012–2017). This legacy presented a unique challenge: to create a new, innovative visual identity that would clearly communicate a new phase and concept, while respecting the emotional connection built over decades.
Discovery
The initial diagnosis identified a crucial need to visually and conceptually distinguish the new Torna from its predecessors. The target audience needed to instantly recognize that this was a brand-new experience—modern, accessible, and casual—yet still grounded in the brand’s cultural history.
Strategy
The chosen strategy focused on transformation and reinvention. It sought to balance the traditional roots of the brand with a fresh, contemporary approach. The visual identity was structured to highlight this contrast, emphasizing a dynamic, modern spirit without abandoning its origins.
Visual Language
Torna's visual language is anchored in an original typographic mix in the logo, blending different lettering styles to symbolize the idea of transformation and fusion—giving the brand a bold and innovative character. This design approach reinforces the brand’s new direction and sets it apart in the market.
The character "Babulina," an iconic symbol from the brand's history, was reinterpreted with a playful and contemporary look, symbolizing abundance and friendliness. The color palette—featuring red, blue, and beige—adds vibrancy and approachability. Graphic contrasts and modular compositions amplify the brand’s dynamic and inviting personality.
Experience
The new identity system was designed for broad and flexible applications. From physical materials like menus, packaging, uniforms, and interior signage to digital platforms and social media, every touchpoint reflects the modern and relaxed atmosphere of the new Torna. The consistency and strength of the brand language reinforce a welcoming and innovative experience, communicating clearly that this is a new chapter in the beloved Torna story.
