Rubato Italian Trattoria is a Singapore based fine dining restaurant serving high quality Italian cuisine. From launch the restaurant had quickly built up a solid reputation, being invited to cater at high-profile functions and gaining the patronage of a number of well-known local personalities. Its owner wanted to reflect the provenance of his cuisine and the sterling reputation of the restaurant through a strong and differentiated brand.
Rubato was rapidly building a name for its fresh, artisanal style of food, but there were a number of mixed messages as to where it stood in terms of its offerings. Faced with a move to much larger premises and expanding its offer, Rubato needed to come up with a clear, differentiated positioning as to what it stood for, along with a consistent visual identity to reflect this.
With its new locale in a residential neighbourhood, the restaurant wanted to leverage its good standing for serving food of such a high calibre, and adapt from its cosy ‘Trattoria’ style and labelling to broaden its appeal and truly stand out from the numerous Italian restaurants in the surrounding area.
Brand New Day worked on a positioning that aimed to create an emotional connection with consumers, renaming the restaurant, Rubato Italian Kitchen & Bar, to not only reflect physical changes such as the open kitchen, but on communications, to create more awareness allowing, for future developments of the brand.
A strong and modern monochromatic brand identity was created and is visibly demonstrated across the façade of the restaurant illuminated spectacularly with complementary blinds comprising vertical black & white stripes.