Victor Russo Osteria

Finding the right recipe for a franchise

Victor Russo is a young Italian entrepreneur who started an Italian L’Osteria franchise in the Netherlands.

In addition to the existing retail and wholesale operation, the first Slow-Food based L’Osteria,  Russo’s, has been opened in the city centre of Leiden.

Russo’s is characterized by his own perky style. Not only are the dishes unique but so is the design of the menu itself.

The biggest challenge was to let the Dutch public experience this concept the way a native Italian would experience it. It’s about finding a way to communicate with the guests’ taste buds.

The flavours of the traditional products are the main characters of the story, each with their own biography. The basis of the brand identity lies in the taste.

A sense of ornamental symbolism has been built into the design. The 18th century engravings remind us of the fruit and vegetable portraits of the 16th century Italian painter Arcimboldo.

The symbolism has also been applied to the central logo.

‘The biggest challenge was to let the Dutch public experience this concept the way a native Italian would experience it. It’s about finding a way to communicate with the guest’s taste buds, the starting point being created by the flavours of the wines and ingredients.’

Victor Russo