Client
Giorgio Linguanti & Lara Cirianni
Collaborators
Architects: State of Play Studio
Property managers: Vicinity
Signage: GoodSign Co
Services
Brand Strategy
Brand design
Signage
Packaging
Illustration
Year
2025
When That’s Amore Cheesery approached me, they already had a strong reputation for crafting exceptional, traditional Italian-style cheeses. As they expanded, they needed a brand refresh that stayed true to their authenticity while enhancing their retail presence—particularly for their new Chadstone Precinct location. The goal was to create a seamless and engaging experience across all customer touchpoints.
My role was to shape this transformation by refining their visual identity, strengthening their storytelling, and developing a cohesive branding system that resonated with both loyal customers and new audiences.
Their existing logo worked well for supermarket cheese products, but it didn’t translate to the premium retail and hospitality side of the business. We needed a more adaptable branding approach.
The Chadstone Precinct launch required a strong, high-end presence that felt at home in an upscale shopping environment while still being warm and inviting.
The branding had to work seamlessly across various touchpoints—signage, menu boards, packaging, in-store displays, and digital assets—while maintaining consistency.
To truly capture the essence of That’s Amore Cheesery, I spent time at their flagship deli and café in Thomastown. Walking through the space, I experienced the warmth firsthand—the friendly greetings from staff, the bustle of the open kitchen where fresh cheese was made, and the carefully curated retail shelves lined with artisanal products.
That experience transported me straight to Southern Italy, where family and friends gather around outdoor tables, sharing meals, stories, and laughter. That feeling of connection and tradition became the heart of the design approach.
For Chadstone, I wanted to bring this inviting, communal spirit into a high-end retail setting, making it a destination not just for cheese lovers but for anyone looking for an authentic Italian experience. Whether stopping in for dinner essentials, selecting a grazing board, or finding the perfect gift, the space needed to feel just as welcoming and memorable as the craft behind the products.
The brand already had strong recognition, so rather than reinventing the wheel, I refined their existing elements to ensure continuity. The logotype was custom-designed with a classic italic serif—echoing tradition while feeling polished and premium. he logotype was custom-designed with a classic italic serif—honoring tradition while maintaining a polished, premium feel. The client had a deep connection to their signature blue, so instead of changing it, we used it strategically to retain familiarity while giving it a fresh, modern touch.
Beyond the logo, I developed a rich set of illustrations and graphic elements that added personality and storytelling to the brand. These assets were designed to work across multiple applications, from packaging to digital marketing, ensuring a seamless visual experience at every touchpoint.
Executing a retail brand experience requires collaboration. I worked closely with interior designers to align the brand identity with the physical space, ensuring that signage, menu boards, and in-store displays all contributed to the inviting, premium atmosphere we envisioned. We also coordinated with property managers and developers to ensure the final execution met all necessary approvals while staying true to the brand vision.
To further enhance the experience, I developed a suite of illustrations and graphic elements that added depth and storytelling to the brand. These assets were designed to work across multiple applications, from packaging to digital marketing, ensuring a seamless visual experience at every touchpoint.
Working on That’s Amore Cheesery meant embracing its rich traditions, vibrant community, and passion for authentic Italian craftsmanship. By immersing myself in their story, I created an identity that not only looks beautiful but also feels true to the people who love this brand.
If you’re looking for a brand transformation that balances heritage with modern appeal, let’s chat.
