Alecco is a self‑initiated restaurant concept exploring how contemporary Italian dining can be expressed through brand identity, photography, and digital experience. The intention behind the project was to craft a visual world that feels elevated, warm, and rooted in the textures and traditions of Italian cuisine — while presenting it through a modern, design‑led lens.

The goal of the concept was to imagine how a refined hospitality brand might communicate its story, menu, and atmosphere through a cohesive identity and website. This included defining a tone that balances authenticity with modernity, shaping a visual language that feels both crafted and contemporary, and building a digital experience that mirrors the calm, intentional rhythm of a well‑designed dining space.

Our involvement spanned full photography, art direction, visual identity design, and website development, allowing us to shape every element of the brand from the ground up. The photography direction focused on texture, light, and materiality, capturing ingredients, table settings, and imagined dishes in a way that evokes warmth and intimacy. The visual identity drew inspiration from Italian craftsmanship, natural palettes, and understated typography.

The website was designed and developed to bring this world to life through considered layout composition, immersive imagery, and structured storytelling. Flexible content modules were created to support imagined features such as seasonal menus, chef notes, and event evenings, allowing the concept to feel alive and expandable.

The result is a fully realised hospitality concept that demonstrates how brand, photography, and digital design can work together to create a rich, atmospheric dining identity — even without a physical restaurant behind it.