We took fine dining out of its comfort zone. Because at Trattoria contemporanea, a Michelin-starred restaurant in Lomazzo led by a team of young talents, eating with your hands is encouraged, formalities are left behind and conventions stay at the door.
To bring this vision to life, we reinvented the codes of fine dining communication, creating an irreverent brand identity that reflects the restaurant’s defining values: instinct, passion and courage.
Pop illustrations, a distinctive visual language, and a provocative tone of voice turned a restaurant into a brand. One we continue to bring to life through social media and physical activations.
EAT. Stop talking, get naked: fine dining undressed.
To express the free spirit of Trattoria contemporanea, we invited 20 members of its community to take their clothes off, portraying food as one of life’s most intense pleasures, to be savored without limits, etiquette, or conventions, in a state of complete vulnerability.
During its run, the campaign achieved a +1939% increase in reach, engaged over 100 people among fans and customers, gained extensive press coverage, and won Silver at the 2025 Premio Agorà. A powerful impact felt across every touchpoint. Proof that breaking the rules can take your brand further than you ever imagined.
Luca Di Pierro Trattoria contemporanea Owner & Founder & CEO of Zero.
