Two celebrity business men called Vanni Bombonato and Filippo Cadeo approached me one day through a common friend in desperate need for a brand name. They had already bought locations and materials for a new series of gourmet steamed-food restaurants and fixed a date for the opening (which was in one week time) but had no idea on how to call it!

They gave me 24 hours to come up with a name that had to convey the idea of steam/vapor but also had to be funny, international and inspiring. 

They loved “That’s Vapore”, which in Italian is easily linked to the concept of ‘cucina al vapore’ (steamed food) but also connected to That’s Amore, which is a film, a song and a lifestyle in line with the look and feel they wanted for the restaurants. Together with the art director I also came up with the logo. I then took care of the pop material, the in-store design and some of the consumer engagement activities.

That’s Vapore was an enormous success, the company has now opened in multiple locations in Milan, London, New York and coming soon to Asia and Pacific.

It’s an award-winning project that put my name on the national news.