establishing a nameidentity

Distinguishing a new business from the competition. 

In 2007, an established restaurateur wanted to open a year round, 40-seat restaurant serving Mediterranean-style tapas and unique wines in a prestigious Cape Cod outdoor shopping center.


  • Distinguish themselves from established, local competitors
  • Attract and maintain long-term patrons


Carol McLeod Design was asked to name the restaurant and design the brand identity. Based on the small seating capacity, its proximity to a water fountain and the desire to serve Mediterranean-style food paired with a vast and unique wine collection, we named the establishment Trevi Café and Wine Bar and designed a “T” letterform logo. This was the most preferred option as determined by:

  • Assembling focus groups to gauge appeal of target patrons
  • Creating and presenting multiple naming options
  • Creating a tagline that succinctly describes the offering
  • Designing and presenting logos that closely reflected the ambiance


  • Created a memorable identity
  • Applied the identity to signage, menu and print ad to establish brand consistency
  • Entering fourth year in business

View work associated with this case study. 

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