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The Dons
The Dons
environmental, identity, illustration, logo

By reversing the soberness and the noble context and background of this pizzeria's name (Don = from Latin "dominus" meaning "Lord") but by maintaining its connection to the Italian Mafia pop-culture in a subtle and humorous manner, we read more

By reversing the soberness and the noble context and background of this pizzeria's name (Don = from Latin "dominus" meaning "Lord") but by maintaining its connection to the Italian Mafia pop-culture in a subtle and humorous manner, we designed its visual identity based on a geometrical, black & white logo depicting the faces of the "Three Wise Monkeys".

As a result of the connection of the visual with the name, the type and the cultural background of the restaurant, the maxim: "see no evil, hear no evil, speak no evi"  is presented here as an alternative of the "omertà", the vow of "silence" regarding the doings, whereabouts and identities taken by the Mafia members. In a second reading , the "monkeys" may be perceived as a cute mascot that can be the source of a variety of applications including interior graphics, packaging, eating and drinking mats etc. as well as for promotional graphics. One the chief-applications of the "monkeys" logo, was the specially designed mechanical sign of the restaurant allowing each monkey to transform into the next one.


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The Dons