Fabio Viviani Hospitality

Chef Fabio Viviani, renowned for his dynamic presence in the culinary and hospitality sectors, embarked on two innovative ventures: JARS and Spice Maximus. Our team was privileged to collaborate closely with Chef Viviani to bring these brands to life through comprehensive visual identities and strategic brand positioning.

JARS by Fabio Viviani
JARS is a fast-casual dessert concept that reimagines classic confections into delightful, single-serve experiences presented in reusable jars. With the flagship location established in Chicago and plans for nationwide franchising, we developed a cohesive brand guide to ensure consistency across all platforms and locations.

Visual Direction and Elements:

Mascot Refresh: Revitalized the brand mascot to resonate with a broad audience, enhancing brand recognition.
Color Palette and Typography: Selected vibrant colors and modern typography to evoke excitement and appeal to dessert enthusiasts.
In-Store and Marketing Materials: Designed eye-catching in-store displays, window clings, and postcards to create an inviting atmosphere and attract foot traffic.
Social Media Toolkit: Developed templates and content strategies to maintain an engaging and consistent online presence, facilitating franchisees in their local marketing efforts.

Spice Maximus
Spice Maximus is an online platform dedicated to providing premium spices, herbs, and signature blends, sourced through longstanding partnerships with farmers worldwide. Our objective was to establish a brand identity that reflects the quality and authenticity of the products.

Visual Direction and Elements:

Logo Development: Designed a logo that embodies the brand's commitment to purity and global sourcing.
Brand Guidelines: Created comprehensive guidelines outlining the visual and tonal elements to ensure brand consistency across all touchpoints.
Social Media Assets: Produced a suite of templates and content plans to effectively communicate the brand's story and product offerings, engaging a diverse online audience.

Role: Art Direction, Design
Agency: MGH
Copy (JARS): Reese Cassard
Copy (Spice): John Patterson