Etto is an Italian restaurant concept built around a dark, intimate, and candlelit dining experience. In Italian, an etto refers to 100 grams, a measurement commonly used when ordering ingredients such as cured meats and cheese. This idea of "the right amount" became the foundation of an identity centered on balance, precision, and intentionality.
The symmetrical logo was developed to visually express that sense of balance and intentionality. Inspired by Roman architecture, the mark draws from classical proportions, arches, columns, and structured symmetry, creating a connection to Italian history without relying on overly literal imagery. A refined serif wordmark and controlled layout system further support the identity’s timeless character.
Deep green, muted gold, warm cream, dark wood, and moody art direction give the brand a refined and quietly luxurious character. The identity was extended across menus, matchboxes, napkins, and other restaurant touchpoints, creating a cohesive experience that feels thoughtfully measured—never too much, never too little, but always the right amount.
