San Valentino – Haberfield

Services:
Brand Identity · Menu Design · Signage · Packaging · Point of Sale · Website Design

Date:
June 2025

Industry:
Hospitality & Café

Honouring Italian Tradition Through a Refined Brand Experience

San Valentino is a heritage Italian pasticceria in Haberfield, where traditional craftsmanship, family history and authentic Italian hospitality are central to the business.

The brief was to refine and elevate the visual identity while preserving its established character, ensuring the brand felt premium, considered and unmistakably Italian without losing its warmth, authenticity or legacy.

The Challenge

Modernise and strengthen an established hospitality brand while respecting the history and customer recognition it had built over many years. The refreshed identity needed to work consistently across the physical venue, takeaway experience, printed materials and digital presence.

My Role

Creative direction, brand refinement, graphic design and project coordination across multiple customer touchpoints, from concept development and artwork preparation through to final production.

What I Delivered

Refined brand identity, menu design, signage, takeaway packaging, stickers, point-of-sale materials, promotional collateral, website design and supporting digital assets.

Collaboration

I worked closely with the business owners to understand the history, values and traditions behind San Valentino. I also considered the practical requirements of the venue, packaging and printed applications to ensure every element was visually consistent and suitable for real-world production.

The Outcome

A cohesive and timeless visual system that honours San Valentino’s Italian heritage while presenting the pasticceria confidently to a modern audience. The refined identity creates a consistent customer experience across the venue, menus, signage, packaging, point of sale and website.

Skills & Capabilities

Creative direction · Brand refinement · Hospitality design · Menu design · Packaging · Signage · Point of sale · Website design · Print production · Client communication · Supplier liaison · Project coordination