Montelupo is an Italian restaurant and market in Portland, Oregon, created by restaurateur Adam Berger. Named after “Mountain of the Wolf,” it blends the warmth of a neighborhood trattoria with the functionality of a market, offering house-made pastas, wine, beer, and coffee to-go. The brand needed to feel timeless and flexible, able to live across a bustling restaurant, a wide range of packaged goods, and an expanding product line without losing its charm.
Brand Identity
The wolf emblem anchors Montelupo’s identity, paired with typography inspired by classic Italian signage. Bold, slightly imperfect letterforms give it a sense of history and familiarity. The system was designed to scale across a variety of applications, from menus and signage to a full suite of market goods.
Packaging Design
We explored Montelupo’s packaging deeply, creating custom boxes for multiple pasta shapes, wine labels, jarred sauces, olive oils, and a growing line of beer cans. Each design feels tied to the brand’s core aesthetic while allowing subtle variations to keep shelves interesting.
Website Design
Though not e-commerce enabled, Montelupo’s site was designed to feel like an online shop. Built in Webflow, it organizes offerings in clean, product-focused sections, giving the impression of a digital marketplace that reflects the physical store experience.
Environmental Touchpoints
The brand extends into the physical space with hand-painted signage, vinyl window lettering, and menu displays. A custom-designed antique-style sign acts as a centerpiece in the market, reinforcing the Italian heritage and adding depth to the environment.
