Basilico – A Taste of Italy in the Heart of Shanghai

Brand Identity & Concept

Basilico is not just a restaurant—it’s an immersive experience that brings together the heart of Italian culinary traditions and the vibrant energy of Shanghai. Every detail, from the visual identity to the interior design, has been thoughtfully crafted to offer a holistic dining journey that tantalizes the senses.

Brand Essence

What Basilico Stands For:
✅ Authenticity – A celebration of Italy’s culinary heritage, offering only the freshest, highest-quality ingredients.
✅ Passion – Craftsmanship in every dish, from handmade pasta to handpicked wine selections.
✅ Warmth & Connection – Every guest is treated like family, ensuring a warm, welcoming atmosphere.
✅ Modern Spirit – A contemporary approach to Italian cuisine, where tradition meets innovation.

Brand Personality:
• Authentic & Passionate – Staying true to classic recipes while embracing creative twists.
• Warm & Welcoming – A place where every guest feels at home, creating lasting connections over food.
• Refined & Contemporary – Elegant, yet relaxed, merging the rustic charm of Italy with the modern energy of Shanghai.
• Lively & Engaging – A lively, dynamic space where guests enjoy moments and flavors together.

2. Visual Identity & Branding
The Basilico brand identity blends the essence of fresh, authentic ingredients with modern design elements to capture the heart of Italy.

Logo & Typography:
• Logo Font: TAN Buster – Bold, playful, inspired by Italian craftsmanship.
• Secondary Fonts: Anicon Slab, Montserrat, Lora – Elegant yet readable fonts to convey sophistication and clarity.
• Logo Symbolism: The letter "O" in Basilico subtly incorporates a basil leaf, reinforcing the brand’s focus on freshness and nature.

Color Palette:
🌿 Deep Green (#163d14) – Represents the freshness of basil, nature, and authenticity.
🍑 Soft Blush (#f5bcb1) – Evokes warmth, hospitality, and a modern aesthetic.
🌾 Cream Beige (#f1e0d6) – Clean, timeless, and inviting.
🍂 Warm Terracotta (#c08e70) – Inspired by rustic Italian landscapes and artisanal craftsmanship.
🍫 Rich Brown (#6f4f28) – Symbolizes depth, tradition, and indulgence.

Branded Graphic Materials:
• Menus – Premium recycled paper, with elegant typography and a minimalistic design.
• Business Cards – Textured and embossed for a refined, luxurious touch.
• Takeaway Packaging – Eco-conscious materials to emphasize sustainability.
• Social Media Templates – Consistent, engaging layouts designed to enhance the brand’s digital presence.

3. Tone of Voice & Communication
Basilico’s brand voice is inviting, personal, and sophisticated while being approachable and playful.

Brand Voice:
• Inviting & Personal – As welcoming as an Italian family dinner.
• Sophisticated Yet Approachable – Elegant but accessible.
• Expressive & Playful – Bringing joy to every interaction.

Tagline:
"Authentic Taste. Modern Spirit."

Messaging Style:
• Storytelling-driven – Sharing insights about Italian culture, recipes, and ingredients.
• Engaging – Passionate and conversational tone to connect with the audience.
• Visually Appealing – Every communication reflects the brand’s aesthetic.

4. Interior Design & Ambiance
The Basilico dining experience extends beyond the food to a carefully curated environment that stimulates all the senses.

Interior Concept:
🍽 Rustic Elegance Meets Modern Sophistication – A fusion of natural materials and sleek, contemporary details.
🌿 Natural Elements – Wooden tables, stone finishes, and lush greenery to evoke a Mediterranean atmosphere.
🎨 Signature Colors – Deep green and terracotta tones create a cozy yet stylish ambiance.
💡 Lighting & Atmosphere – Soft pendant lights, candles, and an open kitchen enhance the dining experience.
🎶 Curated Soundtrack – A mix of classic Italian jazz and contemporary acoustic for a lively yet intimate mood.

Key Interior Features:
• Open Kitchen Concept – Bringing guests into the artistry of Italian cooking.
• Wine Wall Display – Showcasing a selection of premium Italian wines.
• Handcrafted Decor – Vintage Italian posters, artisanal glassware, and ceramic plates.

5. Customer Experience & Journey
From the moment guests step into Basilico, they are invited to enjoy a multi-sensory journey that celebrates Italian flavors and hospitality.

Guest Experience Touchpoints:

1. Arrival & Welcome:

   • Greeted with a warm “Benvenuti!” and a complimentary aperitivo.

   • Cozy, elegant seating designed for comfort and intimacy.

2. Dining Experience:

   • Personalized service with staff guiding guests through the menu.

   • Live cooking moments at the open kitchen.

   • Sommelier-recommended wine pairings.

3. Engagement & Community:

   • Cooking classes and wine tastings for interactive experiences.

   • Exclusive members club with access to seasonal menus and events.

   • Digital engagement through QR code menus and behind-the-scenes chef stories.

4. Post-Dining Experience:

   • Complimentary handcrafted chocolates or limoncello.

   • Personalized thank-you notes for returning guests.

   • Seamless takeaway and delivery options.

6. Website & Digital Presence
The Basilico website is an extension of the brand, offering an engaging and user-friendly experience.

Website Structure:
🔹 Homepage – Immersive visuals with clear calls-to-action for reservations.
🔹 Interactive Menu – High-quality images and ingredient highlights.
🔹 Online Reservations – Simple, intuitive booking system.
🔹 Blog & Stories – Featuring Italian traditions, recipes, and chef insights.
🔹 E-commerce (Future Expansion) – Selling premium Italian ingredients and merchandise.

UX/UI Strategy:
✅ Mobile-first Design – Optimized for seamless browsing on all devices.
✅ SEO Optimization – Ensuring high visibility in search engines.
✅ Social Media Integration – Direct links to Instagram, WeChat, and Xiaohongshu.

7. Future Vision & Growth
Basilico aims to become a flagship destination for Italian cuisine in Shanghai, with plans to:
• Expand its loyalty program for frequent diners.
• Introduce seasonal tasting menus with exclusive collaborations.
• Develop an Italian product line with artisanal olive oils, sauces, and wines.
• Open a second location or pop-up experiences in key Shanghai districts.

Final Thought: More Than a Restaurant, a Lifestyle
Basilico is more than just a place to eat—it’s a celebration of Italian culture, reimagined for Shanghai’s dynamic dining scene. From the warm hospitality to the meticulous craftsmanship in every dish, Basilico offers an unforgettable journey to Italy—one bite at a time.