Fresh Italy's concept of fresh pasta to take away, served in under two minutes is a breakthrough in the fast food market. The brief was to design a cafe to sell fast, fresh pasta and excellent coffee.

The 'slipstream' logotype represents speed, modernity and a sense of celebration. The palette is modern Tuscan, with references to the Italian flair for food, fashion and design. It memorably reinforces the brand's strapline: "Beautiful Food Fast".

With a high percentage of take-away trade, the operational requirements needed to be efficient yet retain a real sense of theatre. The kitchen walls are clad in mosaic tiles creating an image of Tuscan landscape. Colours and shapes from the identity are reflected in the interior, graphics and branding. Rubber has been used on the floor and tabletops, adding vibrancy and texture.

The two core products - fresh pasta and coffee were given their own palette of colours, each derived from the master identity.

The cafe is trading well, attracting a growing loyal customer base of working professions and local Italians - the true test for an authentic Italian concept!