Industry News | May 25, 2012

Villa Fresh Italian Kitchen Undergoes Reimaging

Villa Enterprises Management Ltd., Inc. (and its affiliates, Villa Enterprises), the global multi-concept restaurant franchisor, recently unveiled a new look for its flagship brand, Villa Fresh Italian Kitchen, with the opening of its new Great Northern Mall location in Olmsted, Ohio. 

“The Great Northern Mall store is the first of many newly designed locations that will introduce our customers to a new look at Villa Fresh Italian Kitchen,” says Paula Doyle, Villa Enterprises’ vice president of marketing. “While appearances may change, we are proud to continue our long tradition of offering Villa’s original Italian-American recipes to customers on the go.”

This new Villa design offers distinctive visuals, including a red glass chandelier above a countertop that pays homage to the traditional large farmhouse kitchen table below.

The farmhouse kitchen table concept, adorned with an eye-catching chandelier, evokes a feeling of family surrounded by delicious, Italian-American food. As a family-owned business, keeping the idea of family–and Villa’s original recipe foods–front and center is central to the brand and its refreshed image.

After surveying consumers and brand loyalists, Villa studied those elements that most resonated with its customers and tasked Louis+Partners of Akron, Ohio, to identify visual elements that best speak to the updated branding.

“We’re a family owned business,” Doyle says. “We create great meals–not menu items concocted in a lab. We’ve stayed true to our heritage and our original recipes and want to reflect that in what we do and how we look. That’s why this redesign better aligns with Villa’s essential brand.”