Mici Italian unveils new store design


Mici Italian, Denver’s family destination for pizza, pasta, salads and more, has rebranded in partnership with Denver-based branding experts Wunder Werkz. The complete brand evolution captures the essence and customer experience of a brand that has served its tight-knit community since its inception in 2004.

The now complete first phase of the rebranding included the launch of a new logo, new website and new brand visuals which can be found on in-store materials, digital assets, team uniforms team, and more.

The second phase of the rebranding includes an all-new store design – from a new color scheme and furniture to updated design elements.

At the time of the rebrand, CEO Elliot Schiffer said, “With Mici poised for massive growth and expansion with our new national franchise program and stores opening for the first time outside of Colorado, our founder Jeff Miceli and I felt like it was the right time to update the brand aesthetic and bring some of the innovation and modern convenience that we also provide our customers into their viewing experience.

Mici’s leadership team conducted a nationwide agency search in 2021 and chose Denver design firm Wunder Werkz based on its experience with other fast-casual brands.

“It was so fun collaborating with Wunder Werkz to create a new visual language for our brand identity, including collateral, signage and spatial design,” said Kim Miceli, co-founder and vice president of the brand strategy that led the brand update. “We appreciate their attention to detail in translating our core values ​​(which include family, naturalness and convenience) into this design system,”

“Our new colors are a modern take on Italian red and green, but more traditional than our original version when we opened in 2004. Mici has a whole new look and we look forward to showcasing these changes at our new Southglenn site. , opening this summer Don’t worry, the same family recipes we’ve been serving for eighteen years aren’t going anywhere!” adds Miceli.

John Hartman, owner and founder of Wunder Werkz, says, “We started with a deep dive into the Miceli family, their ethos and how they position themselves in the wider community. From there, we built a visual design system based on shared values ​​between the brand and its customers. »

Hartman adds, “We wanted the brand to feel honest, warm and playful and give the feeling of a family connection. The design systems were designed to be flexible and scalable to keep the brand fresh and relevant as the brand expands into new markets and builds future brand equity.

Changes include:

  • Name: Now Mici Italian (formerly Mici Handcrafted Italian), the shortened name allows pizzas and pasta dishes to shine as much as the brand’s signature recipes.
  • Logo/Color Scheme: The new color scheme is a new modern take on the older iteration of the Italian flag colors logo.
  • Brand assets: a graphic system that combines classic Italian art (like Michelangelo’s statue of David) with everyday objects (noodles, forks) found in an Italian restaurant.
  • Interior Design: The updated design uses light shades of green and natural stained maple and ash furniture to brighten the space. New modular menu boards hang from a solid maple trellis to blend into the space.
  • Website: Launch of the new website in June 2022
  • To-Go Packaging: All new pizza boxes, cups, gelato containers and to-go bags.
  • New Pickup Stations: Allow customers to enter pickup orders and leave in seconds

In addition to the aesthetic updates made this year, Mici has evolved its technology systems to stay up to date and keep up with trends in the fast casual restaurant industry’s advanced client systems. This includes installing software known as Restaurant 365 for tools that help them track service speed and efficiency. The technology will aim to help all Mici teams implement their “10/20/30 principle”, whereby catering, pickup and delivery customers are informed that their food will potentially be ready in ten, twenty or thirty minutes.

Mici has five confirmed new locations opening this year: one in Southglenn, Colorado; two sites in Phoenix, one site in Dallas and another in the pipeline in Detroit.

Mici Italian has locations in Colorado Springs, Denver, Phoenix and Dallas – with more locations to come.

The news and information presented in this press release have not been corroborated by RSQFood News Media or Journalistic, Inc.


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