Carluccio’s design-led rebrand places focus on consumer not product to shake off ‘old-fashioned’ perception

Italian restaurant chain Carluccio’s has overhauled its image and introduced new branding after research revealed it’s ‘honestly Italian’ positioning wasn’t resonating with consumers, who were unsure what the brand stood for.
Launched in 1999 Carluccio’s had previously focused its branding on its authentic Italian dishes, however two research studies commissioned by the restaurant chain showed that the brand was perceived as old-fashioned and bland.  &nbs