Situated in the turtle lagoon of Dubai's Jumeirah Al Naseem hotel, Il Borro provides the perfect backdrop for the finest, wholesome Tuscan cuisine in the city. This multi award-winning establishment is the brainchild of the Ferragamo family, owners of the original Il Borro estate in Florence, Italy. 

While Il Borro had been consistently voted ‘Best Italian’ in Dubai, a clear purpose and positioning for the brand was needed in anticipation of the next restaurant opening in central London's Mayfair area. Reputed for its high-end dining offering, Mayfair is populated with Michelin-starred dining establishments, renowned for their exceptionally high-quality food and service. Il Borro needed a brand shake-up to be considered a serious competitor within this market.

With Il Burro's owners we conducted a comprehensive brand workshop, taking a deep dive into the differentiating elements of their offering. From the homegrown produce and wines imported daily from their Tuscan estate to the history and passion of the Ferragamo family, a rich and authentic brand narrative was crafted.

Next, we identified three territories that made Il Borro compelling: produce, provenance, and people. Within this framework we created the overarching idea to invite guests to ‘Share in our Story’. Illustrated with a carefully chosen colour palette, tone of voice and photography style, the narrative was brought to life. Using the newly created set of brand assets, we were able to tell the Il Borro story though targeted digital and social media campaigns, and refresh the website design for the Dubai and London locations.

Convincing the client that they could not go to market in London with their existing brand. Within the mature dining scene of Mayfair, the Il Borro brand needed to be premium and authentic to win over discerning customers.