Deliziata
Overview
The project began with a clear ambition: to introduce the culture of authentic Tuscan schiacciata to the Croatian market through a concept that combines exceptional quality with everyday accessibility.
Driven by years of admiration for Tuscan gastronomy, Jasmin Hajrula envisioned a place dedicated to one of Italy's most celebrated street food traditions. The challenge was to create a brand capable of expressing both the authenticity of the product and the personality behind it, while establishing a distinctive platform for future growth.
The name Deliziata originates from the words delizia and schiacciata, capturing both the product itself and the feeling it creates: delight, pleasure and irresistible enjoyment.
Approach
The strategic foundation of Deliziata was built around indulgence, warmth, craftsmanship and sensory pleasure. The concept draws inspiration from the atmosphere of Tuscany, where food is deeply connected to culture, hospitality and everyday rituals.
At the heart of the identity stands Deliziata herself, a fictional Tuscan lady inspired by Renaissance portraiture and regional heritage. She serves as the symbolic face of the brand, representing elegance, hospitality and a passion for authentic flavours.
Her crown combines two meaningful references: the shape of a schiacciata and the Florentine lily, one of Tuscany’s most recognisable cultural symbols. Together, these elements create a distinctive visual signature that connects the brand to its origins while giving it a memorable and ownable character.
The visual identity combines expressive typography, warm neutral tones, vibrant red accents and rich food photography that celebrates the artisanal nature of the product. The system was extended across packaging, signage, interiors, menus, digital platforms and social media, creating a cohesive and highly recognisable brand experience.
Results
Deliziata successfully transformed a culinary passion into a distinctive hospitality brand with a strong personality and a clear point of difference.
The project established a complete strategic and visual foundation capable of supporting future growth while preserving the authenticity of the original idea. Through a combination of storytelling, heritage references and contemporary design, Deliziata positions schiacciata as an experience inspired by the flavours, atmosphere and spirit of Tuscany.
Too Warm to Resist.
