The concept behind the restaurant was a simple one – do one thing really well. The client’s aim was to create a simple, community-focused, Northern Italian-inspired pizzeria. The menu is simple, consisting only of pizza and beverages, and the atmosphere is stylish, casual and comfortable. As part of the design, italian phrases that reflect the ethos of the restaurant are printed largely on stationery and packaging:
Pizzeria Farina has a classic serve-yourself concept that is meant to inspire a sense of community. “Everyone looks after themselves … from ordering at the counter, to pouring their own water to bussing their own plates.” The design is simple and sleek; no fuss like the food concept. Table tops and grocery shelves are all made from reclaimed wood and add colour to the clean white and red environment.