Un Posto has established itself as Turkey’s first brand dedicated exclusively to focaccia, bringing authentic Italian street food culture to İzmir with a singular focus that sets it apart from competitors. The focacceria’s identity, crafted by Milan-based studio Velvele, draws from genuine Italian references while avoiding the tired visual clichés that often plague Italian-themed restaurant branding.
“Un Posto wasn’t our first collaboration with this client – we’ve worked together across food, beverage and entertainment projects for over a year,” explains Çağıl Aygen, Creative Director at Velvele. The brief called for a complete brand universe encompassing strategy, naming, packaging and social media that would capture Italy’s essence while standing out in İzmir's competitive food scene.
“Velvele’s approach centres on what Aygen describes as embracing familiarity without falling into overused tropes. The studio referenced authentic Italian inspirations including beachside umbrellas from Portofino and typography found on small-town storefronts. This research informed their signature bold slogans – ‘Autentica specialità,’ ‘Ricetta originale,’ and ‘Buona per tradizione’ – which appear prominently across awnings and brand materials.
The type selection proved crucial to achieving the right balance of nostalgia and contemporary appeal. Right Gothic from Pangram Pangram anchors the identity with its condensed, italic structure that feels authentic to Italian signage. “It feels like it belongs on a loud, charming storefront in Italy – condensed, italic, and full of character,” Aygen notes. “It gave us both the boldness and warmth we needed to anchor the identity.”
Visual elements receive strategic deployment throughout the system. The signature striped pattern uses red paired with pink rather than traditional white, creating a fresher interpretation of classic Italian visual codes. “That pink made all the difference,” Aygen explains. Rather than saturating every touchpoint, the stripes appear selectively on interior decor, social media backgrounds and packaging, giving them greater impact when they do appear.
The design system operates through four distinct storytelling pillars. The ‘Seven Days of Focaccia’ concept names each sandwich after Italian numbers, creating a playful ritual that introduces customers to the Italian language. Bold brand marks featuring Italian slogans reinforce culinary heritage while bringing visual rhythm to applications from stickers to print collateral. The strategic stripe usage has proven particularly effective – customers now recognise the brand by the pattern alone, with staff reportedly hearing requests for ‘that stripe place.’ “Thanks to the logotype and signage, we created something people actually stop and photograph,” says Aygen. “The storefront typography became a visual magnet – and that’s no accident.”
The project benefits from Aygen's decade-long residency in Milan, providing cultural insights that informed authentic design decisions. This connection enabled the team to reference genuine Italian visual culture rather than relying on generic Mediterranean aesthetics, resulting in an identity that resonates with both Italian authenticity and Turkish hospitality values.
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Content taken from Un Posto - Focaccia Italiana
