The Ask

For culinary newcomers like first-time chef-owner Leigh Hutchinson, breaking into the post-2020 food scene is a tall order.

Guests have no shortage of options, especially in competitive markets like Dallas, TX, where Leigh Hutchinson hails from. More discerning than ever, restaurant-goers demand novelty – an entirely fresh experience – yet at the same time, crave familiarity and the comfort of nostalgia.

No wonder we fell in love with Leigh’s dream for Via Triozzi: to recreate for her guests the experience of Sunday dinner at her Italian grandmother’s house. The warm bustle of activity. The chatter around the table. And of course the food: simple and special, prepared with care, and always extraordinary. The family dinner we all still long for.

A familiar story, a rising chef. Comfort and surprise. Memo’s goal was to craft a brand that balanced both – establishing Via Triozzi as the new place to go and the restaurant guests would want to return to, time and again, to relax.

The Work

Our goal was to create a brand that could serve as the vehicle for Leigh’s stories and inspiration to drive the entire guest experience. 

With Memo completing an all-star trifecta with restaurant and culinary consultants Leslie Brenner and Bradford Thompson, our first order of business was to focus all strategy and decision-making around a crystal clear vision: to provide a venue where Leigh could be completely and effortlessly herself. 

A fantastic host – warm and caring, full of stories and suggestions for the perfect pairings – Leigh is in her element with one foot in the kitchen and the other in the dining room. Just as her grandmother Nani Angie would circle the table, checking on everyone she loved, Leigh’s hospitality shines as brightly as her food: beautiful Italian fare, pure and simple.

Drawing on the Italian countryside, where Leigh fell in love with her family’s food and culture, Memo designed a visual narrative to bring her homeland alive. We sought that perfect balance: crisp and modern – but with a rich elegance that harkens back to a different time. The tone is warm and grounded in history, but not fussy or reductive. 

Via Triozzi’s branding and collateral designs guide guests into a different land and an environment imbued with the simplest luxuries: beauty, comfort, story, and really good Italian food.

The Results

An off-the-charts opening season, and still booking out months in advance.

With a shower of media attention even before Via Triozzi opened its doors, Leigh’s labor of love was embraced by Dallas with a passion even the most seasoned chefs hope for.

And the entire guest experience lives up to the hype. Without pretense or attitude, Via Triozzi provides a cohesive environment that's stunning in its simplicity and intention. Exactly what customers are craving.

Leigh absolutely shines at Via Triozzi, sharing her favorite food and stories with those gathered around her table in Texas – in this fresh and inviting new place where guests can truly feel at home.

“The flavors of Tuscany and beyond with the utmost fidelity...Bring the famiglia, your Italian dictionary, and a Texas-sized appetite.”

—RESY National