MYSTERY DEVELOPS SCARPETTA’S AUTHENTIC BRAND FOR CANARY WHARF
As we draw to the end of our focus on London we keep up the amazing standard of case studies by sharing Mystery’s latest project, Scarpetta at Canary Wharf.
Two highly successful years after the launch of the first Scarpetta restaurant on Cannon Street, Mystery has created the interior and product design for a new site in Canary Wharf. The new space has been designed to showcase Scarpetta’s own coffee, negroni and pasta flour brands and include a new Italian spritz bar.
Embodying the true essence of Italy and all that’s great about the Italian culture, cuisine and lifestyle, Scarpetta’s aim is to be an Italian fast-casual concept that guarantees genuine quality, authenticity and a real Italian experience. It exists to integrate genuine Italian cuisine with the fast-paced London city life, serving genuine, fresh pasta dishes, handmade daily, to hungry city workers.
The new site has been designed as a faithful representation of the original model, while adding to the experience by introducing a new bar to service the Canary Wharf’s evening trade and providing a suitable setting for Scarpetta’s authentic branded products.
The brief was to create a space that was transitional, comfortable and exciting, but that would set apart Scarpetta from other QSR concepts, focusing on the brand’s sense of Southern Italian authenticity.
In the evening, the space transitions into an Italian spritz bar. Low lighting, Negroni displays and the smell of fresh oranges fill the air and what was once a bustling QSR filled with busy city workers on their lunch break becomes a relaxed bar, ready and waiting for a buzz of workers wanting to kick back after a long day. With the help of Nulty lighting, we achieved the perfect lighting ambience, allowing the product displays to glow and warm burnished copper shades to create a relaxed and welcoming space.
Along with the new site, Scarpetta also wanted to showcase its own brand of coffee and negroni, as well as Scarpetta’s own mix of pasta flour. While complementary to the brand, we designed the new product packaging to look intentionally different from the main identity, to convey the style of an authentic Italian deli brand.
The coffee packaging was designed to reflect the two locations it is named after – Vesuvio and Portofino; while the beautiful Negroni bottle features labels printed with copper foil to give them a premium and exclusive feel.
The flour is from Scarpetta’s own supplier in Southern Italy, milled to the restaurant’s own specifications and the hessian flour bags have been designed to give the impression of an authentic Italian brand that has existed for years.
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