IT – Italian Trattoria, the renowned Italian restaurant chain, is proud to announce the launch of its ambitious brand repositioning, carried out in collaboration with the Parisian branding studio, Blackpizza. This comprehensive evolution marks a pivotal moment in IT’s development, reinforcing its commitment to authenticity, quality, and innovation.

A New Breath for IT
Founded in 2014 by brothers Gio and Renato Iera, IT stands out with its 100% Italian culinary offering, highlighting the use of fresh ingredients and homemade dishes. Today, IT asserts its identity and vision through a reinvented brand strategy and a refreshed creative concept, designed by Blackpizza.

Italy at the Heart of Communication
The core of this initiative celebrates Italy in its broadest sense. This is showcased through subtle copywriting, unique illustrations by the talented Arnaud Boutin (Lezilus agency), and an overall creative concept blending authenticity, modernity, and humor.

That’s IT: A New Tagline to Affirm Its Position
Blackpizza’s support has given rise to a new brand tagline: “That’s IT,” affirming the essence of true Italian culture: “Carbonara is egg yolk, guanciale, parmigiano. That’s it.” This also addresses a pronunciation issue noticed among consumers.

A Refreshed Global Communication
With the 360° expertise provided by Blackpizza, a range of communication materials has been reinvented to bring brand coherence across all touchpoints: print materials (posters, flyers, sidewalk signs), packaging (pizza boxes, takeaway bags, cups), digital media (website UX/UI, ordering kiosks), and on-site materials (menus, window stickers, checkout counter designs).

Targeted Communication Campaigns
Regularly, specific communication campaigns are implemented to continue advancing the brand’s development. In April 2024, the concept #ITflation was launched to embody IT’s commitment to protecting its customers’ purchasing power while maintaining the quality and quantity of its dishes.

About IT – Italian Trattoria
With over sixty restaurants in France and international expansion, IT is a leader in Italian fast-casual dining, offering an authentic and friendly culinary experience to all. For more information about IT and to discover the new brand experience, visit it-trattoria.fr.

About Blackpizza
Founded in 2011, Blackpizza is a branding studio based in Paris. With 13 years of experience in creating and deploying identities, particularly in digital, the team shares their passion daily with their clients (Ekwateur, Darégal, and Monoprix) and confirms their expertise in the food sector with IT. For more information about Blackpizza’s services and achievements, visit blackpizza.com.