Farro Pizzeria

STRATEGY / BRANDING / PACKAGING

Make a conscious choice.

 

Loved by many, Farro is a crowd favourite pizzeria in Melbourne’s Inner, Northern and South-east neighbourhoods. It’s dough uses 100% organic spelt flour, fermented  sourdough for a minimum of 72 hours and offers a healthier alternative for those who are gluten intolerant or have prevailing dietary conditions. When you choose Farro, you’re making a conscious choice not just for your belly but also your body. It’s a future forward company that’s passionate about authentic and healthy food, bringing the best in Italian pizza with a mindful approach that goes beyond just the ingredients. Believing customers should have the option to make a conscious choice, the brand is transparent about sharing where their ingredients come from and how their food is prepared.

 
 

Approach

BrandWorks was engaged to provide the overall brand position and brand refresh, copywriting, collateral packaging and interior design for Farro Fitzroy and Caufield Nth restaurants. Taking nostalgic cues combined with a contemporary aesthetic, the brand is positioned for fast casual dining that’s localised and neighbourhood-centric. Old-euro world colours,custom hand-drawn illustrations and design motifs help extend the brand’s bandwidth, conveying the personality and character with Italian gusto and friendliness.

 
 

Challenges

The key challenge for BrandWorks was to continue Farro’s legacy with their loyal customers while attracting a new audience as they expanded their stores into new locations. BrandWorks went back to origin to develop their brand story, whilst taking a look at everything they did through a modern lens. A new logo and colour palette was introduced, followed by hand drawn illustrations to tell their story on the menu and artworks. Staying true to who they are, the identity and store design retained Farro’s old world Italian charm in a modernised way, reaffirming its place in neighbourhood as the local favourite pizzeria.

 
 

Result

Farro is now found in 5 locations across Melbourne -  Fitzroy, Thornbury, Windsor and Hawthorn and its most recent opening, Caufield North. With a strong google review rating of 4.6 and higher, it’s asusring to know that their customers continue to love what they doing and strongly resonate with their brand and food.