Franco's is a well-regarded Italian restaurant located in St James's, London. Established in 1946, as one of London’s original Italian Restaurants, it has a long history of serving classic Italian cuisine in an elegant setting. Known for its sophisticated yet welcoming atmosphere, Franco's offers a range of traditional dishes, including pasta, seafood, and meats, often prepared with a modern twist.

We gave Francos London in St. James’s a much needed full re-brand, as well as a website redesign to reflect the new look for the restaurant. We provided a refined update which encapsulates Franco’s roots, adapting classic Italian elegance for a new digital age.

Tastefully paired with photography by James Thompson of FoodFeels, the new Franco’s identity captures the authentic nature of the restaurants heritage. It injects an element of fun, whist retaining its charm and sophistication. The updated word-mark takes inspiration from the restaurants original facade and signage, combining this with traditional Italian design touches. The Franco’s word mark can be used in several ways, with the main variation encompassing the date of opening, 1945, housed inside the classic European tilted O.

We paired the new word-mark with a beautiful cursive typeface, and a juxtaposing modern sans-serif accent typeface, for when a more detailed version of the word-mark is needed. By pairing this with our good friend James’s “narrative-first” photography, it delivers a modern homage to new-world Italiana.