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Primi Piatti is an Italian restaurant chain admired for its military-precision service, excellent menu and notorious leadership. All staff attend a boot-camp style orientation course prior to joining the Primi group. The rigorous training achieves a strict universal standard often lacking in more orthodox franchise operations.
The operation is sassy, but sharp, and employees are divided into a rank system. Uniforms are bright orange and military chic, and the result is a tight unit with one mission: Great food with service to match.
The task:
Modify the identity of stores and collateral without threatening existing brand identity.
The idea:
Expand on the brand ethos with Primi propaganda across all elements, drawing influence from military ration packaging and Socialist propaganda materials.
