When Relleno approached us in January 2025, the brand had two locations in Madrid and a product with genuine potential to compete at the highest level.
However, there was a clear disconnect: the quality of the product was not being matched by the brand itself.
It lacked a distinct voice, a compelling narrative, and a system capable of creating consistency across every touchpoint.
That’s why the work began with the fundamentals: defining a solid strategic foundation. We built the brand’s DNA from the ground up—covering positioning, values, tone of voice, and brand territory—with the goal of creating a system that could support long-term growth.
From the very beginning, one idea was clear: we wanted to move away from the clichés and visual codes typically associated with Italian pizza and pasta restaurants. While many brands in the category continue to rely on the same aesthetics and visual resources, we developed a completely different direction.
As part of this process, we made a key decision: to build the brand universe around the codes of Italian fashion.
This was not an aesthetic choice, but a strategic one. Italy is globally recognised for excellence in both gastronomy and fashion, and both industries share a language rooted in sophistication, aspiration, and heritage. This approach allowed us to elevate the perception of the product while creating a clearer, more coherent, and more distinctive brand identity.
From there, an intensive implementation process began alongside their internal team. For more than nine months, we translated that brand DNA into every touchpoint: packaging, signage, menus, campaigns, delivery assets, digital content, and countless iterations designed to ensure consistency in every detail.
One of the most significant milestones was the opening of the new Barcelona location. It was a defining moment, as the brand needed to arrive in a new city with its strongest possible expression. We worked closely with Isern Serra Studio to align strategy, design, and architecture from day one, ensuring a cohesive and robust brand experience.
Today, Relleno continues to grow, with new openings across Spain and Portugal.
And while the growth of a brand always depends on many factors, it is especially rewarding to feel that our work has contributed to accelerating that evolution—helping build a brand that is stronger, more recognisable, and better prepared for sustainable growth.
Beyond design, what makes us most proud is having helped create a brand model built on vision, consistency, and a strategic foundation capable of supporting its evolution over time.