Seek the rare magic of what is yet unseen. Unlock the beauty
hidden in every detail. With an eye for the extraordinary, we create
innovative and memorable brand stories with lasting impact.

Based on a true story

We are listeners and storytellers who combine
imaginative ideas with thoughtful design solutions to craft
and cultivate brands. Together, let’s create some magic.

1390 Dufferin Street
Toronto, Ontario
Canada M6H 4C8



Two award winning sister restaurants with one shared vision.


Brand Development
Brand Voice and Messaging
Menu Design
Visual Identity
Custom Typography
Web Design

Biography handled the brand development of Toronto’s beloved sister restaurants, Giulietta and Osteria Giulia. At Giulietta, renowned chef Rob Rossi and partner David Minicucci sought to balance complex Italian flavours with the simplicity of traditional cuisine. Drawing on the classic Italian name, Biography looked to the Romeo and Juliet story for inspiration and crafted a visual language borrowed from the Renaissance period, from photography to typography. Custom monograms were applied to collaterals throughout the restaurant, featuring the hand drawn Giulietta wordmark as a heritage-inspired centrepiece. Touches of gold foil paired with a rich tonal colour palette complete the restaurant’s simple and sophisticated identity alongside the masterful design by Guido Costantino Projects who was responsible for both restaurant interiors.

Next came Osteria Giulia. An escape from the bustle of 21st century life. For Giulia, the partners wanted to create one simple, beautiful thing. Although it was the second restaurant of the two to open, Giulia was always meant to be the older sister. So, we took the idea of “one beautiful thing”—so elegantly put by Rob and David, and created an identity that is at once playful and elevated, in harmony with Giulietta, but confident in its own right. Just as a great chef will craft many exquisite dishes out of a few simple ingredients, our many-faceted logo design plays with the idea of “one beautiful thing” by serving up our one beautiful wordmark in a myriad of delicious ways, while the rest of our executions further emphasize the quiet confidence of the restaurant’s space and menu. The print identity is a reflection of the sophisticated simplicity of the brand. A monochromatic palette and foil details highlight Giulia’s confident and refined approach to the guest experience.

The dining experience, from food to ambience to visuals, has been praised by Monocle and Toronto Life among others. EnRoute ranked Giulietta #5 on its prestigious list of best new restaurants of 2018 in Canada.