BRAND DESIGN

Morte

Named after the Italian word for death, Morte is a luxurious Italian fine dining restaurant inspired by the philosophy of “a meal to die for,” celebrating indulgence and mortality.

OBJECTIVE Create a visual identity for a luxury Italian restaurant that transforms the concept of a final meal into an immersive experience across physical and digital touchpoints.

SKETCHES The identity began by exploring how Morte’s three core values could exist within the same visual language.

01. Intentional Indulgence
Every detail and flavor is crafted with purpose and precision, inviting guests to savor life’s final moments.

02. Time-Honored Craft

As in Italian tradition, all ingredients are handmade from scratch, requiring patience, time, and care.

03. Immersive Experience

The customer’s dining experience should be memorable for the concept of a “last meal.”

The wordmark became the first expression of Morte's tension between elegance and mortality. The sword-like T introduces a subtle sense of danger within an otherwise refined identity.

MENU DESIGNThe identity moved from the wordmark into the dining experience, where the menu was designed to unfold like the meal itself.

Iteration 1

Iteration 2

Front

Back

Front

Back

The final menu design incorporated red gradient swooshes, symbolizing death through the dual imagery of blood and wine; the blood representing mortality and the wine evoking a final toast.

Final Design

Front

Back

WEBSITE DESIGN The experience continues through wine-like swirls, guiding visitors through a world of mystery and mortality. Dithered food imagery captures each dish as if it were slowly fading away.

WINE PACKAGING Minimal typography and dithered florals extend Morte's visual language across their wine collection.

INTEGRATION OF IDENTITY
The brand system was extended across a range of branded materials.

BRAND GUIDELINESThe following brand guidelines define the visual standards for consistent application across all touchpoints.