For Mercato Scarpetta, we helped LDV turn a celebrated restaurant name into a franchise-ready market café: the concept, the format and an identity that keeps Scarpetta's sophistication while making it everyday, launching first at JFK Airport and structured to expand.
Mercato Scarpetta is the next evolution of the Scarpetta brand: a market café that keeps the sophistication guests know while offering something more relaxed and everyday.
The brief was strategic as much as visual: a system clear and memorable enough to hold its own in a high-traffic travel setting, and structured to expand across multiple locations as a new franchise model.
Direction · Wordmark · Typography
From Scarpetta to Mercato.
Drawing on Italian markets, alimentari signs and striped awnings, a hand-lettered Mercato script sits above Scarpetta's familiar lowercase name, so the new brand feels warmer and more playful while staying clearly part of the family.
Palette · Pattern · Materials
Warm, natural and tactile.
Warm, natural tones pair with terracotta, brushed metal, hand-glazed ceramics, natural stone and light woods. A geometric pattern of arcs and leaves runs in three colorways, orange and pink, garden greens and deep cherry, giving each location and product line its own voice within one system.
Gift Boxes · Cake Boxes · Ribbons
Made to be carried through the terminal.
Gift and pastry boxes wrapped in pattern and finished with a scalloped Mercato label turn every purchase into something worth carrying onto the plane.
Bags · Pastry Sleeves · Labels
Small rituals, done beautifully.
Coffee bags, pastry sleeves and labels keep the system consistent at the smallest scale, so a croissant to go feels as considered as a meal at the table.
Elevations · Awnings · Signage · Display
A market within the terminal.
Elevation studies test the identity in space: striped awnings, patterned walls, wood and stripe finishes and the Mercato script above the counter, each option shaped for a high-traffic airport setting and repeatable in future locations.
Familiar, yet entirely its own.
Mercato Scarpetta opens a new path to growth for LDV: a brand that can travel, grounded in Scarpetta's reputation, warmer in spirit and structured from the start to grow location by location, from the terminal to the city.
