With three distinct dining options under one roof, Sienna Mercato brings a unique restaurant experience to Pittsburgh’s Cultural District. Italian with a twist, made fresh daily in its scratch kitchen, Sienna Mercato is a natural evolution of Sienna Sulla Piazza (rebranded by W|W into Sienna on the Square), the intimate upscale-casual restaurant in Market Square. While signaling an appropriate relationship to its sister restaurant, Sienna Mercato has established itself as a unique dining destination. In addition to the original brick walls, steel, distressed wood and open-air spaces, the common thread of the 3 floors at Sienna Mercato is the chef-driven menu, casual Italian dining experience.
Building this multi-story brand from the ground up, W|W designed the integrated branding for Sienna Mercato and its three distinct dining options (Emporio, Mezzo and Il Tetto) all under one roof (including one that retracts). W|W designed the Sienna Mercato visual identity system, branded elements & graphics, menus, advertisements, merchandising, apparel, signage, environment & decor and website. W|W leveraged the visual branding to design a wayfinding system that provides clear directional cues for patrons that helps identify each floor, what is offered and how to get to each.
![Sienna Mercato logos Emporio Mezzo and Il Tetto](/media/W1siZiIsIjIwMTUvMTEvMDQvNzdvdzM1eWZkal9TaWVubmFfTWVyY2F0b19sb2dvc19hbmltYXRlZC5naWYiXV0/Sienna%20Mercato%20logos%20animated.gif)
![Sienna Mercato exterior signage](/media/W1siZiIsIjIwMTUvMTEvMDQvMnp4a2ZoZWd1bF8zX1NpZW5uYV9NZXJjYXRvX0Vudmlyb25tZW50LmpwZyJdXQ/3_Sienna_Mercato_Environment.jpg)
![Sienna Mercato swag](/media/W1siZiIsIjIwMTUvMTEvMDQvOG14YnYwMTV1OV80X1NpZW5uYV9NZXJjYXRvX1N3YWcuZ2lmIl1d/4_Sienna_Mercato_Swag.gif)
![Sienna Mercato retro](/media/W1siZiIsIjIwMTUvMTEvMDQvNGRyN2NkaGgzel81X1NpZW5uYV9NZXJjYXRvX1JldHJvLmpwZyJdXQ/5_Sienna_Mercato_Retro.jpg)
![Sienna Mercato website](/media/W1siZiIsIjIwMTUvMTEvMDQvMXI2ZHF1bDZoXzZfU2llbm5hX01lcmNhdG9fV2Vic2l0ZS5qcGciXV0/6_Sienna_Mercato_Website.jpg)
![Emporio 1st floor wall graphic](/media/W1siZiIsIjIwMTUvMTEvMDQvbjdpMDh0MXJkXzhfU2llbm5hX0VtcG9yaW9fSGVhZGVyLmpwZyJdXQ/8_Sienna_Emporio_Header.jpg)
EMPORIO
The first floor of Sienna Mercato, Emporio, is a high-energy eatery, featuring gourmet meatball dishes, 32 draft beers, wine and classic cocktails — all made fresh daily in its scratch kitchen. Clever hints of nostalgia in the visual branding and decor support the authentic, Italian (with a twist) personality.
![Emporio a meatball joint wall mural](/media/W1siZiIsIjIwMTUvMTEvMDQvMmR2eGd4bDBmN185X1NpZW5uYV9FbXBvcmlvX0Vudmlyb25tZW50LmpwZyJdXQ/9_Sienna_Emporio_Environment.jpg)
![Emporio meatball sliders](/media/W1siZiIsIjIwMTUvMTEvMDQvcnQxNTNnZDB1XzEwX1NpZW5uYV9FbXBvcmlvX0Zvb2QuanBnIl1d/10_Sienna_Emporio_Food.jpg)
![Mezzo 2nd floor sign graphic](/media/W1siZiIsIjIwMTUvMTEvMDQvMnI0Y21waHl4OV8xMl9TaWVubmFfTWV6em9fSGVhZGVyLmpwZyJdXQ/12_Sienna_Mezzo_Header.jpg)
MEZZO
Sienna Mercato’s second floor, Mezzo, delivers gourmet Italian fare in the warm, intimate, farm-inspired space — featuring house made charcuterie, wood-fired pizzas, creative pastas and fine wines.
![Mezzo environmental graphics chalk art](/media/W1siZiIsIjIwMTUvMTEvMDQvMWg5ZWQ0azhrN18xM19TaWVubmFfTWV6em9fRW52aXJvbWVudC5qcGciXV0/13_Sienna_Mezzo_Enviroment.jpg)
![Mezzo pizza box packaging](/media/W1siZiIsIjIwMTUvMTEvMDQvNWQ4ZDI0aXpnM18xNV9TaWVubmFfTWV6em9fUGl6emEuanBnIl1d/15_Sienna_Mezzo_Pizza.jpg)
![Il Tetto 3rd floor sign graphic](/media/W1siZiIsIjIwMTUvMTEvMDQvbWEzZTB0bnNwXzE2X1NpZW5uYV9UZXR0b19IZWFkZXIuanBnIl1d/16_Sienna_Tetto_Header.jpg)
IL TETTO
Il Tetto, the vibrant year-round, rooftop beer garden, with retractable glass ceiling featuring light fare, 32 draft beers, wine and classic cocktails — is surrounded by Pittsburgh’s most famous skyscrapers. It is no surprise that Il Tetto quickly became the happy hour downtown destination.
![Il Tetto rooftop wall graphic painted mural](/media/W1siZiIsIjIwMTUvMTEvMDQvNHcwMmRxaXVjdV8xN19TaWVubmFfVGV0dG9fRW52aXJvbm1lbnQuanBnIl1d/17_Sienna_Tetto_Environment.jpg)
![Sienna Mercato custom branded glassware](/media/W1siZiIsIjIwMTUvMTEvMDQvM2dvbDk3ZjgxaF8xOV9TaWVubmFfR2xhc3MuanBnIl1d/19_Sienna_Glass.jpg)
![Il Tetto dad](/media/W1siZiIsIjIwMTUvMTEvMDQvN3EycGdneXp5NV8yMF9TaWVubmFfVGV0dG9fRGFkLmpwZyJdXQ/20_Sienna_Tetto_Dad.jpg)
![Sienna on the Square logo](/media/W1siZiIsIjIwMTUvMTEvMDQvOTYyZGlpaGV2OV8yMV9TaWVubmFfU3F1YXJlX0xvZ28uanBnIl1d/21_Sienna_Square_Logo.jpg)
The flagship of the Sienna Restaurant Group, Sienna on the Square features simple, creative and authentic Italian dishes in a romantic, sophisticated and relaxed neighborhood environment. Formally called Sienna Sulla Piazza, W|W rebranded the restaurant to be better aligned with the visual identity of Sienna Mercato. The logo references a graphic seal painted on the facade of the Palazzo Pubblico, the town hall palace in the main square of Siena, Italy.
![Sienna on the Square menu](/media/W1siZiIsIjIwMTUvMTEvMDQvMW5nejY4OWdkNV8yMl9TaWVubmFfU3F1YXJlX01lbnUuanBnIl1d/22_Sienna_Square_Menu.jpg)
![Emporio a meatball joint logo](/media/W1siZiIsIjIwMTUvMTEvMDQvMXU3N212MjRzN18yM19TaWVubmFfRW1wb3Jpb19XZXhmb3JkX0xvZ28uanBnIl1d/23_Sienna_Emporio_Wexford_Logo.jpg)
After a successful launch of Emporio inside Sienna Mercato (downtown), the brand was extended into a stand-alone concept with the initial restaurant located in northern suburbs of Pittsburgh. A new website (www.emporioameatballjoint.com), featuring tic-tac-toe with meatball sauces, was designed & developed by W|W to support the Emporio brand.
![Emporio a meatball joint signage & decor](/media/W1siZiIsIjIwMTUvMTEvMDQvMmtmc2k0bnBsb18yNF9TaWVubmFfRW1wb3Jpb19XZXhmb3JkX0Vudmlyb21lbnQuanBnIl1d/24_Sienna_Emporio_Wexford_Enviroment.jpg)
![Emporio a meatball joint social media icons](/media/W1siZiIsIjIwMTUvMTEvMDQvOG85ZTMzaDVpcF9FbXBvcmlvX3NvY2lhbF9pY29uc19hbmltYXRlZC5naWYiXV0/Emporio%20social%20icons%20animated.gif)
![Emporio print ads](/media/W1siZiIsIjIwMTUvMTEvMDQvOW0zbWRldG00d18yOF9TaWVubmFfRW1wb3Jpb19XZXhmb3JkX1Bvc3RlcnMuanBnIl1d/28_Sienna_Emporio_Wexford_Posters.jpg)
![Emporio to-go bag](/media/W1siZiIsIjIwMTUvMTEvMDQvaTExd2h0NGttXzI5X1NpZW5uYV9FbXBvcmlvX1dleGZvcmRfQmFnLmpwZyJdXQ/29_Sienna_Emporio_Wexford_Bag.jpg)