Italian Hospitality Concept • Tone of Voice • Launch Positioning
Nipotina
Nipotina is an Italian neighbourhood restaurant rooted in warmth, accessibility, and everyday pleasure. From launch, I supported the translation of the Founder’s vision into a clear, cohesive creative language, shaping tone of voice, visual storytelling, and brand expression across digital touchpoints.
the mood board
translating vision into lived experience
I developed a brand language that reflected Nipotina’s informal, welcoming identity, balancing quality and character with a more relaxed, human approach than traditional Mayfair dining.
This included refining tone of voice, visual direction, and content style to feel natural, expressive, and intentionally unpolished in the right ways, aligning with the restaurant’s accessible pricing, casual interiors, and neighbourhood positioning.
a more human visual language
I introduced a casual, organic filming style inspired by everyday travel moments, using brighter light, looser composition, and mixed media formats that felt closer to user generated content than polished campaigns.
Video clips, montages, and mixed still and motion carousels were incorporated early, anticipating shifts in platform behaviour and helping establish Nipotina as one of the first London restaurants to embrace this more human, algorithm native approach at launch.
Content captured real moments inside the restaurant, including front of house energy, chefs on camera, team tastings, and playful details, shaping a visual world that felt lived in, joyful, and spontaneous.
This extended into social storytelling, graphics, text overlays, and story templates for supper clubs and events, alongside active curation and amplification of community content, reinforcing a La Dolce Vita lifestyle for the neighbourhood and beyond.
Building La Dolce Vita, digitally.
selected brand expressions
A small selection of digital assets from this project is available to view: