Operations

Mici Italian rebrands with new visuals, website

Provided

June 29, 2022

Mici Italian has rebranded in partnership with Denver-based branding company Wunder Werkz. The first completed phase of the rebranding included the launch of a new logo, website and branded visuals found on in-store materials, digital assets, team uniforms and more, according to a press release.

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

"With Mici poised for massive growth and expansion with our newly launched National Franchise Program, and stores opening for the first time outside of Colorado, our founder Jeff Miceli and I felt like this was the right time to update the brand aesthetic and bring some of the innovation and modern convenience we are offering guests to their visual experience as well," Elliot Schiffer, CEO or Mici Italian, said in the press release.

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

"Our new colors are a modern take on Italian red and green, but more traditional than our original iteration when we opened in 2004. Mici has a whole new look and feel and we can't wait to showcase these changes at our new Southglenn location, opening this summer. Rest assured, the same family-recipes that we've been serving for 18 years aren't going anywhere," adds Miceli.

"We started with a deep dive into the Miceli family, their ethos and how they position themselves in the greater community. From there we built a visual design system based on shared values between the brand and their customer base," said John Hartman, Wunder Werkz owner and founder, said in the release. "We wanted the brand to feel honest, warm and playful and give a sense of a familial connection. The design systems were designed to be flexible and evolutionary so the brand stays fresh and relevant as the brand expands into new markets and builds future brand equity."