Ripieno
A piece of real Romagna, dropped into the middle of Milan.
Ripieno brings the generosity of Romagna to the pace of Milan. Opened in early 2025 and supported by an established production hub in Rimini, it serves piadine, cassoni and rotoli prepared fresh every day: regional staples reinterpreted for a contemporary urban audience without losing the character of where they come from.
We developed the brand as a complete and coherent experience, shaping its identity across every touchpoint. From the logo and visual system to the storefront, social campaigns and online ordering platform, each element speaks the same language: warm, direct and unmistakably full.
services
Visual Production
Communication & Campaign
Brand Identity
Web Design
client
Ripieno
year
2024 – 2026
Direction
Sara Ferrini
Elena Rinaldi
category
Branding
Social Media Strategy
Team
Alex Cardì, Sara Ferrini, Elena Rinaldi, Manila Lombardi, Giulio Cesare Semprini, Emilio Bologna, Beatrice Giordani
It all starts with the filling
The name already contains the idea. What matters is what’s inside.
Ripieno means filling in Italian. More than a name, it became the principle behind the brand: put the substance first. In Romagna, a piadina or a cassone is only as good as what it holds: generous portions, fresh ingredients, familiar recipes and none of the restraint usually associated with eating on the move.
The idea was to take that culture of abundance and place it inside the rhythm of Milan. Romagna brings the ritual, Milan brings the pace. Ripieno holds the two together: food made with the generosity of one place, designed for the speed of another.
A logo with a belly
Soft, swollen, unapologetically full. The product, translated into type.
The lettering carries the same sense of abundance as the food itself. Rounded, inflated and deliberately generous, its forms recall dough rising around a filling, a cassone pressed to its limit, a piadina that was never meant to be modest.
Nothing is rigid, sharp or overly composed. The wordmark has weight, warmth and appetite built into its silhouette. A visual identity that does not simply name Ripieno, but already gives you a sense of what Ripieno feels like.
Before you read it, you almost taste it.
From the logo out,
a full visual system.
One shape language, extended across every touchpoint.
The identity grows naturally from the wordmark. Its softness and sense of abundance become a wider visual grammar: bold typography, saturated colors, generous compositions and a graphic language designed to feel immediate without becoming disposable.
The palette borrows from the product itself: toasted dough, rich fillings, ingredients at full colour, while the art direction brings in the pace and energy of Milan. The result sits somewhere between Romagna hospitality and metropolitan immediacy: warm, loud enough to be noticed, simple enough to be recognised in a second.
From packaging to social, every element carries the same idea. Different formats, same appetite.
As a recurring signature, we turned the piadina itself into a graphic character. A compact sticker, static or animated, designed to appear across the identity as an immediate, wordless expression of the brand.
SOCIAL CAMPAIGN
Same outside. Ripieno inside.
One year in, we turned the brand’s founding idea into a campaign.
Social had already become the everyday extension of Ripieno: a place where Romagna attitude, food and city life could coexist in the same visual language. For the first anniversary, we brought everything back to the idea the brand started from: What matters is inside.
From the outside, one cassone can look much like another. Cut it open and everything changes. Mushrooms, spinach, sausage and potato, tomato and mozzarella stretching between two halves. The campaign made that moment the protagonist, with saturated imagery, expressive faces and an almost obsessive attention to the amount of filling.
Because at Ripieno, abundance is not decoration. It is a promise.
Same outside, Ripieno inside eventually became more than a line about food. What we carry inside is what makes us different: tastes, stories, preferences, contradictions. There is no ideal filling and no single way to be.
The outside introduces you. The inside tells the story.
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