Little known fact: The concept began as Buca Little Italy. The need for a national trademark prompted a name change to Buca di Beppo after the fourth location was built.
Buca di Beppo logo
The original celebratory Italian restaurant
An homage to – and send-up of – red sauce Italian joints, Buca di Beppo was a home run from day one, growing from a small basement location in 1993 to a publicly held national chain within several years. We created Buca’s brand identity and also developed its corporate face.
Buca di Beppo postcards
Some of our best-received work for Buca featured painstakingly created photo collages by the Phoenix-based artist, Paul Wilson. These posters were also reproduced as postcards.
Buca di Beppo postcards
Both of these postcards (also versioned as ads and billboards) were featured in Tonight Show segments that made fun of inept advertising. In the case of Buca, of course, the ineptitude was intentional.
Buca Di Beppo Postcards
Poster and Postcard
Buca Di Beppo Packaging
Buca’s purchasing volume eventually allowed for the creation of custom-labeled tomato cans.
Buca Di Beppo Neighborhood Marketing Manual
Buca’s Neighborhood Marketing Manual with a sampling of section dividers
Buca di Beppo Annual Report 1999
The newspaper format of Buca’s first annual report provided an ideal vehicle to communicate financials while providing a broader introduction to the brand.
Buca De Beppo 2000 Annual Report
Another annual report, this one evoking a family album, used tipped-on photos to illustrate various discussion areas.
Buca di Beppo Annual Report 2001
A Communications Arts magazine award-winner, this annual report evoked a letter file folder, and used reprints of actual, unsolicited letters from satisfied customers to cue up discussion topics.
Buca di Beppo Annual Report 2002
Buca’s first annual report following the introduction of its new corporate logo, this piece takes more business-facing approach instead of referencing the Buca di Beppo brand.