Imma

Pastime is a design studio. We help individuals and organisations across varying industries define who they are, tell their story and connect with their audience through branding, websites and bits in between.

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Imma (2025)

Imma is a soon-to-open trattoria in North Adelaide, paying homage to Imma, the founder’s mother, and her warm hospitality. The restaurant pairs an intimate setting with traditional Italian meals from head chef, Nick Bergin. We positioned the brand as simply as Imma would, “a small trattoria,” and designed a visual identity that is refined, though warm and nostalgic. This was achieved this through a custom, italicised logotype inspired by calligraphy found on trattoria entrances, and a brandmark representing a ‘lunette’ – an architectural feature of many Italian trattoria entrances.

The brand’s primary yellow colour is a nod to Imma’s vibrant and comforting personality, with the contrasting brown symbolic of the cabinets, tables and furniture in her kitchen. We utilised a condensed version of ‘Schoolbook’ as the primary typeface, which is used for the brand’s header and footer on print material including restaurant cards and menus. These elements extend to the website and social identity, creating an understated, inviting feel on digital material.

Drawing attention to the restaurant is a custom-made, steel blade sign inspired by vertical ‘trattoria’ signs seen throughout Italian cities. We used the brand’s primary typeface to form the letters with the help of Good Sign Co’s fabrication.