Canadian Pizza Magazine

Mici Italian announces new look and rebranding

Colleen Cross   

Features News Business and Operations Premises

Photo: Mici Italian

Denver, Colo. – Mici Italian in Denver, Colo., has rebranded with new graphics, store design, website and colour scheme in partnership with Wunder Werkz.

The first phase of the rebranding included the launch of a new logo, new website and new branded visuals that can be found on in-store materials, digital assets and team uniforms.

The second phase of rebranding includes a completely new store design, including a new colour scheme, new furniture and updated design elements.

Photo: Mici Italian

“With Mici poised for massive growth and expansion with our newly launched National Franchise Program, and stores opening for the first time outside of Colorado, our founder Jeff Miceli and I felt like this was the right time to update the brand aesthetic and bring some of the innovation and modern convenience we are offering guests to their visual experience as well,” said CEO Elliot Schiffer.


“It was so fun to collaborate with Wunder Werkz to create a new visual language for our brand identity, including collateral, signage and spatial design,” said Kim Miceli, co-founder and vice-president of Brand Strategy, who led the brand update.

The name has been shortened to Mici Italian (formerly it was Mici Handcrafted Italian). The new colour scheme is a fresh modern take on the old logo version of the colours of the Italian flag. The new graphics combine classic Italian art (such as Michelangelo’s statue of David) with everyday items (noodles, forks) found in an Italian restaurant.

The updated interior design uses light shades of green and natural-stained maple and ash furniture to lighten the space. New modular menu boards hang on a solid maple lattice to blend into the space. New pickup stations allow customers to grab pickup orders and go in a matter of seconds.

In addition Mici installed software known as Restaurant 365 for tools that help them track speed of service and efficiency. The technology aims to help teams carry out their “10/20/30 principle,” where dine-in, pick-up and delivery customers are notified that their food will potentially be ready in 10, 20 or 30 minutes.

The restaurant chain opened in 2004 and has locations in Colorado Springs, Denver, Phoenix, Dallas, and most recently Gilbert, Ariz.

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