What we coined ‘Bar Vetti 2.0’ is a gleeful homage to the classic Art Deco packaging and advertising of such Italian Amaro brands as Campari, Sfumato, and Averna. It’s an era rich with folksy, iconic style and an unapologetic verve that transferred seamlessly to the charm and personality of the Bar Vetti ethos. Opportunities for puns like “Employees only pasta this point” were ripe for the plucking.

After all, don’t they say a little laughter with your aperitif aids the digestion?

Our visuals for the updated branding, signage, and collateral lean towards witty, original illustrations in soft pastels and olives. Typography is a mashup of Italian Futurism, International Style, and the aforementioned Art Deco. It’s a brand that’s designed to make you smile while you enjoy your piccata. After all, don’t they say a little laughter with your aperitif aids the digestion?

AIGA Louisville 2020.
Zimmer Design’s Branding For Bar Vetti Will Fill You Up With Whimsy (and Bucatini), Printmag.com, April 15, 2021.

You know, when people look at a tree, they look at the leaves; they don't look at the spaces between the leaves. They're focused on the tree. I think there's an awareness of spaces or it wouldn't look like a tree to them.
Keith Jarrett
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