ModoMio

A brand built from zero for an itinerant dining experience in Milan.

MODOmio is an itinerant plant-based dining experience built around 'Mesa de Domingo', a slow, seasonal Sunday lunch format that brings together Italian culinary tradition and Argentine warmth. The experience travels: guests gather in private homes, agriturismos, and unique spaces, never the same place twice.

Year: 2025/26
Industry: Gastronomy
Client: ModoMio
Base: Milan, Italy

Prototype

The Design Challenge

The brand needed to attract two very different audiences simultaneously: guests who want to attend, and hosts who want to offer their space. Each has a different emotional need. The visual identity had to speak to both without losing coherence.

Key decisions

Logo

Bold condensed "MODO" paired with organic script "mio", a deliberate typographic tension. Structure meets warmth, precision meets spontaneity

Color palette

Earth tones, gold, sage green, navy, near-black. Grounds the brand in food, nature, and intimacy without falling into generic plant-based clichés

Slogan

"Cucina che viaggia", three words that explain the entire format without describing it literally

Web

Built in Framer around the two audiences, each with their own entry point and narrative flow

Collateral

Outreach materials designed for direct venue prospecting, flyers taken in person to restaurants and spaces

Illustration system

Custom hand-drawn style, hands, glasses, pasta, vegetables, giving the brand warmth photography alone couldn't achieve

UI Style

Social Media

Website

Result

Branding a concept that doesn't fit existing categories is the most interesting design problem there is. When there's no reference point, every decision has to justify itself from first principles. The test wasn't aesthetic, it was whether a venue owner reading the flyer for the first time understood immediately what was being offered and wanted to be part of it.