Identity · 2025
Verano Club
A members club that wanted the warmth of a neighbourhood bar and the discipline of a hotel.
- Client
- Verano Club
- Sector
- Hospitality
- Year
- 2025
- Scope
- Naming, Identity system, Menu and print, Uniform and object design
The brief
The founders had a building, a chef and a working title nobody liked. Two of the three investors expected a private club language of gold foil and serifs, which the neighbourhood would have read as a closed door.
The identity had to be welcoming from the street and precise once you were inside.
The move
The name came first and settled the argument: Verano, summer, a word the block already uses. The mark is a single hand drawn stroke, set once, never outlined or embossed, so nothing about it performs exclusivity.
Precision moved into the system instead of the logo. Menus are set on a strict four column measure that never changes with the seasons, printed daily on the same stock, so the discipline shows up in the repetition rather than in the ornament.
Regulars call it Verano. Nobody has ever called it the club, which was the whole point.
100%
Founding membership filled before opening
9
Months from naming to doors open
4
Column measure used across every printed piece
What we made
- 01Name and naming rationale
- 02Drawn mark and application rules
- 03Menu system and daily print kit
- 04Uniform and object design
- 05Signage and street presence