Client Overview
Umberto’s Italian Restaurant, a small family-owned business in Oxon Hill, MD, faced several operational challenges—limited parking, low foot traffic, and a lack of brand visibility. Despite serving quality Italian cuisine, the restaurant struggled to attract and retain customers due to its outdated branding and absence of a digital presence.
MAJ Solutions was brought in via the Latino Economic Development Center (LEDC) to revitalize the restaurant’s identity and help it compete in a saturated food market. The goal: reposition Umberto’s with a stronger brand presence, build customer trust, and increase local engagement—all within a strict budget.
Challenges
- Unfavorable Location: Low visibility and poor access due to limited parking.
- Outdated or Nonexistent Branding: The restaurant lacked a memorable identity and consistent visuals.
- No Digital Presence: No website, minimal social media engagement, and no online menu or updates.
- Tight Budget: The project was funded by LEDC, limiting scope and requiring careful prioritization of deliverables.
Goals
- Create a bold and authentic brand identity rooted in Italian cuisine and culture.
- Design a modern logo that balances tradition with a sleek, updated aesthetic.
- Develop a mobile-responsive WordPress website to showcase the menu, location, and story.
- Set up and launch a digital marketing campaign to drive local awareness and customer traffic.
Brand Identity & Logo Design
The new logo for Umberto’s was built on the philosophy of blending heritage with modern sophistication.
Design Aesthetics & Rationale:
Typography:
The hand-scripted typeface evokes a sense of family, warmth, and tradition—key associations for an Italian restaurant. The cursive styling reflects the personal, homemade feel of the cuisine.
Color Palette:
- Black & Charcoal: Used for elegance and contrast, modernizing the overall look.
- Red & Green Accents: Referencing the Italian flag, these add subtle cultural context without overwhelming the design.
- White Backgrounds & Chevron Patterns: Clean geometric patterns give the card a contemporary touch, appealing to younger audiences while still grounded in tradition.
Layout & Hierarchy:
A strong separation between brand logo and contact info helps users quickly identify and recall the business while maintaining visual flow.
Texture & Style:
The subtle background chevron texture adds sophistication without distracting from the core information. It mimics the fine layering often associated with Italian culinary craftsmanship.
Website Development
MAJ Solutions developed a custom WordPress website with the following features:
- Responsive Design for optimal performance on mobile, tablet, and desktop.
- Clear Navigation for viewing menu items, location, contact info, and operating hours.
- Photo Integration to give potential customers a visual taste of the restaurant’s offerings.
- Simple CMS allowing the owner or staff to make small updates as needed.
Digital Marketing Strategy
A basic but targeted Facebook campaign was created to:
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- Highlight weekly specials and chef’s recommendations
- Share customer testimonials and behind-the-scenes visuals
- Promote community engagement with geo-targeted ads for locals.
The campaign helped establish brand familiarity and gave Umberto’s a direct line to engage with both new and returning customers in their local area.
Outcome & Impact
- Umberto’s now has a recognizable brand identity that communicates authenticity and professionalism.
- The new logo and collateral materials present a clear, consistent image of the business across digital and physical platforms.
- The WordPress website gives the restaurant a solid digital foundation, making it easier for customers to find information and make dining decisions.
- The Facebook campaign improved customer engagement and began rebuilding awareness in the local community—especially among nearby families and working professionals.
- Most importantly, all of this was delivered within the budget limitations set by LEDC by strategically prioritizing high-impact assets and minimizing unnecessary complexity.
Conclusion
This project demonstrates MAJ Solutions’ ability to revive and reposition a small business through strategic branding and digital execution, even when working within financial constraints. Umberto’s is now equipped with a modern identity, an inviting online presence, and the tools to remain competitive in the local dining scene.