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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.

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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.

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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.

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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.

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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. 

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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. 

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