Blok's identity for an Italian restaurant pays homage to one of the greatest racing drivers of all time

Toronto studio Blok has taken inspiration from one of the world's greatest racing drivers, Alberto Ascari, for its latest branding project.

But the identity isn't for what you'd expect. Fresh and blue-hued with a hint of vintage, Blok's latest work is for Italian eatery, Ascari. Founded by Erik Joyal and John Sinopoli, the restaurant is grounded on a mutual love of racing and food, which naturally forms the inspiration behind its fresh new look.

"The refresh grew from the logo, an integral element of the original identity. The logotype is custom and inspired by racecar typography as well as 1950s hand-lettering found on the streets of Italy," explains Vanessa Eckstein, founder and creative director of Blok.

"Colour was effortlessly defined by Alberto’s own story. He superstitiously wore the same blue helmet every race, a recognisable and defining characteristic. Memorabilia is woven throughout the identity and iconography, pulling from iconic elements like his car and racing number."

She adds: "We developed an entire visual language, rich and flexible, to interchange and interplay across a diverse set of objects. From small printed elements to 20-foot vinyl on the exterior, we built depth to a system to narrate Alberto’s story at every encounter."


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