Ace Endico
Ace Endico is a high-end food supplier that specializes in Italian imports and fine ingredients for restaurants, country clubs, and other hospitality clients. As a generational, family-owned business, they were reluctant to make changes to their brand but needed an update to better reflect their excellent service.
The first phase of this project was to build some new logo variations that remained true to the original logo, but were more versatile - and updating their brand style guide. With some new logo variants, an updated and more sophisticated color palette, and fresh typography that speaks to the timelessness and elegance of Italy - I designed their new website.
Visual Direction
Ace Endico wanted to keep their existing logo, but expand upon their branding options and elevate the Creative Direction of the brand. As a premium Italian imports company with a rich history as a family business, I looked to the cities of Italy for inspiration, as well as the feeling of visiting a dimly lit gourmet Italian restaurant on a Friday night.
The new direction included an expanded color palette, new typography, and a few new versions of the logo.
The Creative Direction work led us to their new website - designed to showcase their products, expertise, and high-quality service. I simplified the user journey - making it abundantly clear how to sign up as a customer and how to make it to their shopping platform.
I also made a point to include conversion points throughout the site, guiding users both to their shopping portal and useful menu development resources.
