Diego Scarsella
Index

So What?

Discipline
Branding
Role
Art Direction, Logo Design, Branding, Illustration
Cover

So What is a vibrant all-day dining fortress. A lot of things happen within its walls during the day, from early breakfast with fresh made pastries to late night events where some of the best musicians play live on the old wooden stage. So What is the perfect place to meet, work and enjoy jazzy vibes all day long.

The brief: create a strong brand identity with a retro jazz feeling able to pop up in an urban environment.

The wordmark, from pencil sketch to the final lockupBrand pillars: experience, live music, drinks and soul foodColour palette: red, orange, yellow and near-black, with hex, RGB and CMYK valuesTypography: Yanone Kaffeesatz, from Thin to BoldInstrument illustrations: trumpet, tuba, french horn, banjo, trombone and keysThe identity in motionPosters for the cafe, with live music every nightBusiness cardsCollaterals: the branded menu and a branded glass