Identity Design & Branding
Brand Attributes
Audience Demographics
Identity Design
Branding
Introduction
Timpano Las Olas is a modern Italian restaurant providing upscale dining in a luxurious speakeasy atmosphere.
The Problem
Timpano has been a Fort Lauderdale staple since its debut in 1999. The original design spoke to a senior crowd, drawing from a big band atmosphere with live jazz and white tablecloths. Despite marketing efforts, the restaurant declined in traffic and ticket sales.
The Solution
The restaurant closed to the public for a full interior renovation. As construction took place, the brand identity evolved to attract a younger demographic. The new look is often described as a maximalist approach to Old Hollywood glamour with a touch of Art Deco and the tropics.
Working through this project meant deciphering input from executives on the marketing, construction, and operations teams. It was crucial to define Timpano's brand attributes and consider audience demographics before moving on to a visual direction.
Brand Attributes
Guests say we are...
- Vivacious
- Modern
- Attentive
We make guests feel...
- Sophisticated
- Pampered
- Luxurious
Audience Demographics
Current Guest
- Over the age of 50, but young at heart
- Adventurous with a passionate spirit and zest for life
- Either retired or planning to retire within a few years
- Lives in nearby neighborhoods - Las Olas Isles or Nurmi Isles
- Median household income of approx. $127,500 / year
- Less likely to dine out regularly, but will indulge for a special occasion
Aspiring Guest
- Between 25 and 45 years old
- Educated with an aesthetic appreciation
- Lives in nearby neighborhoods - Flagler Village, Rio Vista, Sailboat Bend, Victoria Park, or Tarpon River
- Median household income of approx. $60,000 / year
- More likely to dine out regularly to impress others on social media
Identity Design
Refining Timpano's identity started with approved design assets that created unique branding opportunities.
Branding
Everything in the restaurant was created from scratch including VIP invites, menus, print ads, gift cards, and more...
My favorite part of this launch was designing the dessert menu experience where guests select a tarot-style card to reveal a sweet end to their meal.
Each card uses artwork that can be found on the restaurant walls with added accents and textures.
Part of the new restaurant opening included a new website designed from scratch and built with an approved informational architecture and wireframe less than a few weeks before opening.
