Tratto is more than a restaurant, it’s the new brand by Trattoria contemporanea that tells the story of the beauty of sharing at the table.
It stems from the deepest and most radical essence of Trattoria and brings it to Florence, launching a casual dining concept with a convivial, experimental, and cross-influenced offering, housed within the prestigious W Florence Hotel.
But when it comes to brand architecture, and to creating a new brand born from a Michelin-starred restaurant, where do you start? From Zero, of course.
“Removing is always more complex than adding.” This is the principle that guided the visual research for Tratto. “Erasing” is an act of liberation that allows us to explore the most authentic and radical nature of things, a concept introduced in 1964 by artist Emilio Isgrò. At Tratto, this is exactly what happens at the table: people free themselves from formality and conventions to embrace sharing and a revealing, unfiltered experience.
The brand identity took shape in the launch campaign “Tratto is OPEN”, a concept celebrating the restaurant’s opening to the city, both literally and metaphorically. Guerrilla marketing, video interviews, influencer marketing, social content, and PR activities: we coordinated a multichannel strategy that led the restaurant’s Instagram page to gain over 800 organic followers in just one month.
A remarkable impact for a brand at its very beginning and, even more, a story of sharing and brand experience that turned the audience into the true protagonist of the campaign.