Alici's Branding

MarkaWorks originally developed the brand identity for Alici’s in 2022. In 2026, we returned to the project to evolve the identity for its next chapter preserving the elements that had become recognisable while refining the system around a more mature dining and lounge experience in London.

The Challenge

After several years in use, the original identity had built familiarity and recognition. The challenge was therefore not to replace it, but to strengthen it. Alici’s needed a more refined and flexible visual language that could better reflect its evolution from a restaurant into a broader all-day dining and lounge destination, while retaining the character established by the original brand.

The Solution

Rather than approaching the project as a rebrand, we treated it as an evolution. The existing wordmark and core geometric language were retained, while typography, colour, supporting graphics and applications were expanded into a more expressive system.

Soft pink, muted violet, warm neutrals and metallic details introduce a more atmospheric and sophisticated tone. The contrast between structured sans-serif typography and expressive script adds another layer to the identity, allowing Alici’s to move naturally between daytime dining, intimate dinners and a more elevated lounge experience.

The Process

We began by identifying which parts of the 2022 identity had become essential to the brand. The Alici’s wordmark and distinctive triangular forms remained at the centre of the system, protecting continuity while giving us a foundation to build from.

From there, the visual language was expanded. Linear patterns derived from the geometry of the logo create structure across menus, packaging and digital communication, while oversized script typography introduces movement and a more personal, editorial character.

The colour palette was softened and broadened to reflect different moments of the Alici’s experience from daylight and brunch to dinner, drinks and private occasions. These tones extend consistently into menus, invitations, tableware, takeaway materials and social content.

The identity was also developed more deeply within the physical experience. Signage, entrance graphics, menus, napkins, bags, plates and wine applications allow the brand to become part of the environment rather than simply appearing on top of it.

The Outcome

The 2026 update gives Alici’s a more mature and flexible identity without losing the recognition built since its original launch. What began as a restaurant brand in 2022 has evolved into a broader hospitality system capable of supporting dining, drinks, private occasions and lounge culture within one coherent visual world.

The result is not a new Alici’s, but a more complete expression of the brand it has grown into.

See more food and drink branding case studies.