Project 620

Ascari by Blok Revamping the identity of a favourite Italian restaurant in downtown Toronto blokdesign.com

THE BRIEF AND STRATEGY DEVELOPMENT

Vanessa Eckstein, We created the original branding for the Ascari restaurant in Toronto eight years ago, founded on the legacy of famous 1950s Formula 1 racer Alberto Ascari. After collaborating with us on other projects (both The Rooftop Bar and The Civic in The Broadview Hotel) restaurateurs Erik Joyal and John Sinopoli decided to expand Ascari to an additional location, providing the opportunity to rethink and reimagine the visual and verbal narrative of the brand.

The connection between food and racing is not by chance; both require a deep level of artfulness. Erik’s own experience working with race cars in the UK informed the inspiration of the Italian eatery’s homage to Ascari. Son of a successful racer, Alberto Ascari had unprecedented talent behind the wheel, leading him to be the first to win the Formula 1 championship twice in a row. He was also well-known for his appetite for great food and was affectionately called ciccio or “chubby” by his fans. The restaurant is built on this natural synergy between well-guided passions and a deep love of life.

At the time of the brand’s conception, we gathered a vast store of research – everything from purchasing original prints and contacting the family to collecting 1950s Italian ephemera.

The refresh revisits the same well of knowledge we built the original brand on. Alberto Ascari and his narrative are so rich that it was essential to imbue the restaurant’s identity with his essence and love of life throughout. Our challenge was to present his legacy in a way that was unique yet familiar and that the restaurant could own. Since Alberto’s story is real, there is a never-ending source of inspiration that keeps the brand in a state of becoming.

THE DESIGN WORK