A popular Italian restaurant, well established for over 30 years in Luxembourg City had to change their name after a management takeover.


The challenge was to make the change as smoothly as possible to maintain loyalty amongst the existing customers. At the same time this was seen as an opportunity
to attract new audiences.

What we did

Iconic focused on the essence of the restaurant’s success: simple and honest Italian cuisine in an unpretentious place which had always resisted new emerging trends
of chic and expensive.
The new name, the visual identity and new interiors embody this approach.
Iconic oversaw the complete transition of the restaurant without altering its soul which had made this place a successful business over the years.


Once launched, Onesto has been experiencing an increase in customer visits and revenue including the occasional but sensational visit of the Duchess of Luxembourg.