Torna
The quality of tradition with a touch of modernity
Year
2017
Category
Brand Identity
Country
Brazil
Context & Challenge
The Torna restaurant and bar emerged with the proposal of being an everyday, relaxed, and contemporary space, offering an informal and distinctive gastronomic experience in Niterói. The name carries a strong local heritage, with roots in three previous houses: Trattoria Torna (1979–2012), Ristorante Torninha (since 1995), and Torna Pub Gastronômico (2012–2017). This background made the challenge even more complex: it was necessary to create a distinct and innovative visual identity that made it clear that this was a new phase, with a different concept, while at the same time preserving the affective memory built over the years.
Diagnosis
The initial diagnosis revealed the need to clearly communicate a visual and conceptual transformation to avoid potential confusion with the group's previous establishments. The public needed to quickly understand that this was a completely new experience, which, although maintaining some traditional elements, offered a modern, informal, and inviting atmosphere.
Strategy
The adopted strategy centered on the idea of visual and conceptual transformation, balancing historical elements of the brand with a contemporary and relaxed positioning. The identity was structured to highlight both the modern personality and the traditional receptivity of the brand, using clear, vibrant, and memorable graphic elements.
Language
The visual language created for Torna combines an original typographic mix in the logo, uniting different letter styles to convey the idea of mixing and renewal, giving an innovative look to the brand. This approach reinforces the central concept of transformation, making the visual signature unique and full of personality.
Furthermore, the contemporary redesign of the "Babulina", a symbolic element of the group's history, was integrated in a light and fun way into the new identity. The vibrant color palette — with red, blue, and beige — reinforces the relaxed and welcoming atmosphere. The identity explores clear and dynamic graphic contrasts, emphasizing the light, fun, and contemporary character of the brand.
Experience
The new visual identity was applied comprehensively, ensuring visual consistency across all touchpoints. Physical materials such as menus, customized packaging, uniforms, and indoor signage clearly highlight the modern and informal concept. Digitally, the brand maintains consistent and impactful communication on social media and online environments, further strengthening the welcoming and distinctive experience offered by this new phase of the Torna restaurant.
Context & Challenge
The Torna restaurant and bar emerged with the proposal of being an everyday, relaxed, and contemporary space, offering an informal and distinctive gastronomic experience in Niterói. The name carries a strong local heritage, with roots in three previous houses: Trattoria Torna (1979–2012), Ristorante Torninha (since 1995), and Torna Pub Gastronômico (2012–2017). This background made the challenge even more complex: it was necessary to create a distinct and innovative visual identity that made it clear that this was a new phase, with a different concept, while at the same time preserving the affective memory built over the years.
Diagnosis
The initial diagnosis revealed the need to clearly communicate a visual and conceptual transformation to avoid potential confusion with the group's previous establishments. The public needed to quickly understand that this was a completely new experience, which, although maintaining some traditional elements, offered a modern, informal, and inviting atmosphere.
Strategy
The adopted strategy centered on the idea of visual and conceptual transformation, balancing historical elements of the brand with a contemporary and relaxed positioning. The identity was structured to highlight both the modern personality and the traditional receptivity of the brand, using clear, vibrant, and memorable graphic elements.
Language
The visual language created for Torna combines an original typographic mix in the logo, uniting different letter styles to convey the idea of mixing and renewal, giving an innovative look to the brand. This approach reinforces the central concept of transformation, making the visual signature unique and full of personality.
Furthermore, the contemporary redesign of the "Babulina", a symbolic element of the group's history, was integrated in a light and fun way into the new identity. The vibrant color palette — with red, blue, and beige — reinforces the relaxed and welcoming atmosphere. The identity explores clear and dynamic graphic contrasts, emphasizing the light, fun, and contemporary character of the brand.
Experience
The new visual identity was applied comprehensively, ensuring visual consistency across all touchpoints. Physical materials such as menus, customized packaging, uniforms, and indoor signage clearly highlight the modern and informal concept. Digitally, the brand maintains consistent and impactful communication on social media and online environments, further strengthening the welcoming and distinctive experience offered by this new phase of the Torna restaurant.
