Spaghetti Factory

Pasta with a bite.

The Spaghetti Factory, a restaurant group belonging to the Bindella family enterprise, is heading in a new direction, with Branders at its side to help. A revised brand image plus a range of marketing measures are giving the Spaghetti Factory a fresh and distinctive face that will appeal particularly to a young, urban clientele.

In the 1980s, the Spaghetti Factory, a part of the Bindella Group, went from being a popular institution in Zurich's night life to a small, national restaurant group. The concept started in 1982, and today counts six restaurants in Switzerland, including two in Zurich.

To stay strong against the heightened competition in this price segment over the long term, Bindella decided to take the Spaghetti Factory in a new direction. A new menu was created featuring freshly made salads and home-made lemonades in addition to the classic spaghetti dishes. A new interior design has also been created for the restaurant group by Zurich's artist duo, Melanie Tauscher und Rahel Arzi. The new concept is intended to appeal especially to a younger clientele and will be tested in Zurich on the premises of the restaurant at Niederdorfstrasse 5.

The Spaghetti Factory's revised branding is to reflect these changes. Branders thus devised and implemented a range of new marketing measures, including everything from a new logo to illustrations, a new menu, building signage, advertisements and letterheads. Branders also staged several photo shootings and helped the Spaghetti Factory establish its brand identity digitally through realisation of a new website.