William Caruso & Partners had a long-standing reputation in the foodservice design and consulting industry. When it was time for William to move on, he left the company in the hands of his younger brother Michael and partner, Steve Young. Steve and Michael wanted to bring the brand into the 21st century, so they hired us at Studio Misfits to do a full rebrand of their business and rebuild their website. The main challenge we faced was this:
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How do we give this brand a facelift, without losing the recognition that they have garnered over the years?

To maintain the legacy of WC&P, we decided to rename the company “Young Caruso.” Not only does it pull from the names of the two new Principal partners, but it also has a double meaning since Michael Caruso is the “younger Caruso” carrying on his brother’s legacy. We pulled reference from high-end companies like: Aston Martin, Rolex, and a few luxury hotels and created a unique visual identity based on the attributes listed below.