The Challenge

New Face for a Favorite

A culinary staple of trendy De Pere, Wisconsin (just outside of Green Bay), modern-American cuisine restaurant S.A.L.T had been feeling pressure within the local market from upstart establishments offering similarly themed fare.

So S.A.L.T decided to do what restaurants often do in such situations — recast themselves, in this instance as an authentic Italian culinary experience, henceforth to be known as “Stella’s Italian Kitchen.”

Wild Blue was enlisted to head up rebranding efforts, with a clear mandate: “differentiate, and keep it real.”


The Solution

From the start, owners wanted a different sort of place, one that was unique to the area, yet retained the warmth and ambience established so successfully by S.A.L.T.

Done right, guests would feel a sense of continuity, even though major changes had taken place.

Wild Blue obliged, with a visual identity built around an homage to creative Italian fare and farm-to-table authenticity. A rustic new logo, typefaces, outdoor signage and interior elements complemented the dishes found on the menus. Traditional Italian script expressed continuity between past and present. Multiple color palettes serve as a subtle unifying presence for all architectural features. The brand is complete.


The Results

Still a recent renovation, Stella’s is being positively received by the community of De Pere. A newcomer to Stella’s can find menu features and restaurant happenings on an updated website, complete with on-brand graphics and appetizing cuisine images.