Frittanza
Self-initiated Brand Concept

Born in the 80s, Made for Today

Frittanza is a self-initiated brand concept for a fried fast food restaurant inspired by the Italian paninari movement of the 1980s — the youth subculture that made street food cool, loud, and unapologetically fun. The project explores how a brand can carry genuine cultural memory while feeling completely contemporary.

Everything started with the name. Frittanza was chosen to instantly evoke fried food and a lively, informal energy — a word that sounds like a party and tastes like a snack. The payoff "Bella lì, è tutto fritto" adds a playful Milanese touch, grounding the brand in a specific place and attitude.

French Fries as a Punk Crest

The logo is built around a single unexpected idea: a handful of french fries arranged as a punk mohawk crest. It is immediately readable, instantly memorable, and perfectly captures the brand's personality — rebellious enough to feel cool, playful enough to feel welcoming. Retro rebellion meets modern design precision.

The visual system uses bold neon colours, geometric patterns, and retro typography that recreate an authentic 80s aesthetic without becoming a pastiche. Every element — from the colour palette to the font choices — was designed to feel like it belongs to that era while working perfectly in today's visual landscape.

The Brand in the Wild

A brand concept is only complete when it lives beyond the logo. The Frittanza identity was applied across packaging, printed materials, and brand touchpoints — testing how the visual system holds up across different scales and surfaces.