Restaurant · Concept & launch
Greve Cooking School by Gallo Nero
Designed and launched a complete cooking school brand for Enoteca Ristorante Gallo Nero: experience concept, pricing architecture, class structure, terms, and full go-to-market strategy.
A long-established restaurant in Greve in Chianti, with an experienced chef and a loyal following, wanted to open a cooking school for travellers — and to give it a name, an identity and a website of its own, made to be found and booked from abroad.
The identity came first: a name in English, chosen deliberately because almost every guest would be an English speaker, that says where and what in a single breath; the values the school stands on — authenticity, tradition, conviviality, local and seasonal ingredients; and a tone of voice that is warm and expert without ever being stiff, like a Tuscan friend inviting you to the table. Then the logo, coordinated printed material, and the photography, gathered and prepared for the web.
The website was designed around one action: booking a class. The classes with their days and prices, booking and payment online, the chef’s story, a gallery and the practical details. All the content was written with particular care for the English, the language nearly every booking would come in, and local search was built in from the start, for the searches travellers make before they arrive.
Alongside it came the marketing plan for the launch, which I then put into practice: social media, advertising aimed at travellers in Tuscany, partnerships, and printed material for the hotels, wineries and tourist offices nearby.
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