For partners, investors, franchisees and the other stakeholders.

PES.CO
BRAND
GUIDE
For partners, investors, franchisees
and the other stakeholders.
VERSION 1.0 - MAY 2015
social attitude
WHY THIS GUIDE
Pes.co IS A NEW GENERATION OF EVER-GrOWING
ACCOMODATING LOCATIONS, THAT OFFER AN ORIGINAL
CONCEPT OF AUTHENTIC ITALIAN FOOD.
PES.CO FORMAT IS EXPANDING WORLDWIDE.
THIS IS WHY “PES.CO BRAND GUIDE” IS A FUNDAMENTAL
INSTRUMENT FOR THOSE WHO ARE COMMITTED IN THE
GROWTH OF THE BRAND. BECAUSE OUR MAIN VALUES IS
REPRESENTED BY OUR IDENTITY, AND IT MUST BE BROUGHT
THROUGH THE WORLD WITHOUT LOSING ITS DISTINCTIVE
APPROACH AND UNIQUE FEATURES.
HELP US TO MAKE PEOPLE LIVE A FRESH AND EXCITING
EXPERIENCE OF food entertainment.
PES.CO, SOCIAL ATTITUDE
INDEX
1. INTRO...................................................................................6
2. OUR STORY.......................................................................10
3. PHYSICAL BRANDING....................................................28
3.1 menUS.. ........................................................................................... 30
3.2 wine list...................................................................................... 32
3.3 Social stand.. ......................................................................... 33
3.4 SERVICE Uniform.. .................................................................. 34
3.5 BRANDED Products.. ......................................................... 36
4. FOOD CHOICE.................................................................38
5. THE SPACE..........................................................................52
5.1 LOCATION OVERVIEW.......................................................... 54
5.2 MAIN FEATURES......................................................................... 55
6. LOCATIONS......................................................................60
6.1 PES.CO VENICE........................................................................... 62
6.2 PES.CO WIEN............................................................................... 64
1.
intro
START FROM THE BASICS. IN THIS “INTRO” SECTION
YOU WILL FIND THE INFORMATION ABOUT THE
COMPANY THAT OWNS AND DEVELOPS PES.CO
BRAND AND A SUMMARY OF THE FORMAT WITH ITS
OVERVIEW DESCRIPTION AND ITS MAIN FEATURES.
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1
INTRO
INTRO 1
PES.CO FORMAT
THE CONCEPT
Pes.co reinvents the concept of the Italian restaurant bringing to the world
the best of the Italian Lifestyle. Pes.co “distinctiveness” is the result of the
combination of a number of elements:
THE FORMULA
Pes.co mix of distinctive features creates something never-seen and unique.
Get familiar with Pes.co formula!
1) the Italian Food, one of the most appreciated “luxur y products” worldwide,
that can be tasted by everyone in its most authentic interpretation at Pes.co;
2) the Social Restaurant concept, a different and innovative way to re-read the
traditional restaurant as a place to share the best of food & beverage in a
more friendly and smar t way;
3) the Social Bar, an even more informal way of sharing Italian food and
beverages, at the very hear t of ever y Pes.co location, the core from which the
“sparkling” mood of Pes.co originates and diffuses;
ITALIAN
FOOD
SOCIAL BAR
SOCIAL
RESTAURANT
4) the Urban Resort Mood of Pes.co Locations: a fresh, relaxing and
international atmosphere, full of music and enter tainment, modern “resor ts“ in
the hear t of the main world cities.
5) the Friendly Staff, the main link between Pes.co concept and our guests: the
primary source of the Social Attitude that attract Pes.co aficionados;
6) the Global Format concept, since Pes.co is never the same as itself: in ever y
new city, Pes.co mixes the best of the local features with the Italian Lifestyle,
so giving life, every time, to something unique and never-seen.
Many unique elements, but a simple philosophy to keep them together :
good food has to be shared!
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GLOBAL
FORMAT
FRIENDLY
STAFF
URBAN RESORT
MOOD
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2.
OUR
STORY
TO IMAGINE WhERE PES.CO CAN ARRIVE IT IS
NECESSARY TO KNOW WHERE HE COMES FROM.
WHEN YOU TELL TO SOMEONE ABOUT PES.CO, ALWAYS
START FROM ITS STORY, SINCE WHAT WE ARE TODAY
FIND ITS MOST PROFOUND MEANING IN OUR ORIGIN.
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2
OUR STORY
OUR STORY 2
We’re from
Venice THE
WORLD
IN A TOWN
Pes.co was born in Venice and just
like this city it’s a mix of elements
that give life to something unique.
The Freshest Social Experience
starts from Venice!
DESIGN
Venice is known for its design with the tradition
of glassblowing, a technique which comes from
the Phoenician merchants.
Entertainment
Venice is entertainment through the Carnival,
a traditional “social” moment which besides
breaking down barriers and changing
appearances, gathers all indistinctively.
ART
Venice is full of art! Have you ever noticed that the
windows of many Venetian palaces recall details of
the Islamic architecture and much more?
FOOD
Venice is food in fusion key. Sugar, cinnamon,
cloves, nutmeg and pepper…they all reached
the Western continent right through Venice.
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2
OUR STORY
ENJOY THE
ITALIAN LIFESTYLE
OUR STORY 2
EATING WELL
For us Italians eating is an art more than
just the simple satisfaction of need.
Pes.co has in itself all the best of the Italian Lifestyle...
good food, style, fun and hospitality, reinterpreted
with the typical Italian freshness and creativity.
Live the Italian Lifestyle with Pes.co.
Being together
BEING HOSPITABLE
Think about a large set up table where to
meet and stay together for the Sunday lunch.
Who comes to Italy perceives the feeling
of ”home” or “family”. Knowing how to
welcome guests and how to make them
feel comfortable is our strength in key.
HAVING FUN
Enjoying the good and beautiful
in style. This is our concept of fun.
Style
Fashion, design, engines…Italian excellences
that make us stand out in the world.
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2
OUR STORY
OUR STORY 2
MOSCA
LONDRA
MONACO
VIENNA
NEW YORK
BARCELLONA
ISTANBUL
MIAMI
DUBAI
HONG KONG
BRISBANE
NEW CITY,
NEW PES.CO
For us exporting Pes.co into world means
publicizing the Italian Lifestyle and enrich it.
Always letting ourselves tainted by what gets us
carried away in each city, thus remaining faithful
to our characterizing concept of mixing.
EverytIme, everywhere, a new Social Experience!
2
OUR STORY
OUR STORY 2
ITALY
AT ITS BEST!
Discovering the selection of Pes.co’s
products is like admiring a beautiful Italian
landscape, one of the most cherished and rich
enogastronomic scene in the world. This is
the basis to offer a Grande Cuisine: an essential
precondition to taste the pleasure of sharing.
Enjoy the authentic Italian Food Entertainment.
CoFFEE
Coffee blends created to give life to the
best “Italian - style” espresso.
PASTA
Bronze drawn homemade pasta from Gragnano
wheat, Emilian fresh pasta.
TOMATO
D.O.P Pachino cherry, Datterini, San Marzano...
every Italian tomato has a specific use.
WINE
The best Italian wines, including the D.O.C.G
bubbles so much appreciated in the world:
Prosecco and Franciacorta
MOZZARELLA
Mozzarella D.O.P di Bufala Campana,
the best one and to be used raw.
OIL
A selection of the best Extra Virgin Olive oils from
Tuscany, Abruzzo, Calabria and Sicily.
2
OUR STORY
IT’S TIME
TO SHARE
Being together is synthetized by Pes.co in
“Social Restaurant & Social Bar” concept.
Wooden serving boards, centerpiece risers,
a menu created appositely to amaze and
captivate. Living the Pes.co experience means
to undergo the Social Attitude.
Do you wanna share Pes.co with us?
OUR STORY 2
2
OUR STORY
OUR STORY 2
MORE FRIENDS
THAN...
More friends than customers: the warmth,
friendliness and hospitality are important
concepts for the Italian Lifestyle. All this is
reflected into a friendly and casual staff,
always available to help and involve guests.
International training, Italian heart.
Live easy, be social!
2
OUR STORY
OUR STORY 2
ON HOLIDAYs,
EVERY DAY
Wouldn’t it be nice to feel like being on
holiday every day, without leaving the city?
This is the concept of the “urban style” that
lays at the origin of each location Pes.
co. Places created to relax and captivate
through a mix of natural elements,
design and technology.
It’s time to relax with Pes.co.
2
OUR STORY
OUR STORY 2
ONE STYLE,
A LOT OF FUN
“All of this is Pes.co. Do you like it? Share
it with us and the whole world!”
3.
phYsical
branding
THERE ARE SOME PHYSICAL ELEMENTS, LIKE MENUS,
MISE EN PLACE AND UNIFORMS OF THE PERSONNEL,
THAT MUST STRICTLY RESPECT PES.CO STANDARDS.
SO ANYONE INVOLVED IN THE SETTING-UP OF A
PES.CO LOCATION WILL RECEIVE THE “PHYSICAL
ITEMS” OR THE TECHNICAL SPECIFICATION AND
LAYOUTS IN ORDER TO BE ABLE TO REPRODUCE THEM
BY ITSELF.
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3
PHYSICAL BRANDING
PHYSICAL BRANDING 3
restaurant menu
cafè MENU
The Social Restaurant Menu is developed according to a defined format.
Pes.co will provide the final design of the Social Restaurant Menu in
order the create one for each Pes.co location.
The Social Cafè Menu is developed according to a defined format.
Pes.co will provide the final design of the Social Cafè Menu in order the
create one for each Pes.co location.
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3
PHYSICAL BRANDING
PHYSICAL BRANDING 3
wine list
SOCIAL STAND
The Wine List is developed according to a defined format.
Pes.co will provide the final design of the Wine List in order the create
one for each Pes.co location.
Pes.co will provide ever y new Pes.co Location with a quantity of readyto-use Social Stands.
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3
PHYSICAL BRANDING
PHYSICAL BRANDING 3
SERVICE UNIFORMS
Pes.co will provide Locations with ready-to-use Women Uniforms
34
Pes.co will provide Locations with ready-to-use Men Uniforms
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3
PHYSICAL BRANDING
PHYSICAL BRANDING 3
BRANDED PRODUCTS
Wine is an icon of Italian Lifestyle. Ever y Location will have branded Wine Bottles.
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Olive Oil is an icon of Italian Lifestyle. Ever y Location will have branded Olive Oil Cans.
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4.
food
choice
FOOD IS THE MOST IMPORTANT ELEMENT OF
PES.CO. IT’S NATURAL, SINCE, FIRST OF ALL, WE ARE A
RESTAURANT.
IN THIS BRAND GUIDE WE INCLUDE SOME
PHOTOGRAPHIC SAMPLES IN ORDER TO HELP YOU TO
GET ACQUAINTED WITH OUR FOOD PRESENTATION.
A STYLE THAT MUST MAKE PEOPLE SAY “WOW!”
WHEN THE DISHES ARRIVE TO THE TABLE FROM THE
KITCHEN.
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5.
the space
PES.CO IS SYNONYM TO WONDERFUL LOCATIONS
WITH A “URBAN RESORT” MOOD THAT MAKES
THEM ALWAYS RECOGNIZABLE. BUT WHAT’S THAT
ALLOW TO CREATE THIS UNIQUE AMBIENCE AND ITS
PARTICULAR STYLE? THE PLAN OF THE LOCATION,
TOGETHER WITH FURNITURE, DECORATIONS,
LIGHTING AND OTHER ARCHITECTURAL DETAILS.
LET’S GET FAMILIAR WITH THEM.
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5
THE SPACE
THE SPACE 5
LOCATION OVERVIEW
MAIN FEATURES
A RESORT AT THE HEART OF CITIES
Try to imagine to have a “resor t”, a place full of wellness, relax, pleasure
and fun, in your urban surroundings, near home, in the town where you live.
THE PES.CO DESIGN MIX
Tropical plants, golden patterns dating-back to the Venetian tradition, natural
wood, white bricks, glass vases and social stands...this is the Pes.co mix!
This is the concept of Pes.co Urban Resor t.
Fresh and relaxing locations with an international atmosphere, full of
music and enter tainment, as the result of the mix of different elements:
technology, urban hype, natural feeling, positive people, local details fused
with a global attitude.
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5
THE SPACE
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THE SPACE 5
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5
THE SPACE
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THE SPACE 5
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6.
Locations
Pes.co Venice and Pes.co Wien: two locations that
represent the application of pes.co format.
Let’s discover them through the “real life” images that
are posted day-by-day on their instagram profiles.
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6
LOCATIONS
LOCATIONS 6
PES.CO VENICE
A URBAN RESORT INSIDE A RENOWNED GOLF CLUB
Pes.co Venice represents the first “application” of Pes.co format.
With its prestigiuous context (an exclusive and renowned Golf Club called
Ca’ della Nave from the name of the historic Venetian Villa where it is
sited), the beautiful Pool Club and the new Social Bar, Pes.co Venice is the
perfect example of “urban resor t” with all the features that make Pes.co
something really unique and never-seen.
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With love from Pes.co!
The ultimate urban hype
And now...it’s time to share!
Pes.co & the culture of Pizza
More than a friendly staff
“Buon appetito with Pes.co!”
Risto + Pool = Urban Resort
Let’s celebrate with Pes.co
Vasocottura: a new Pes.co idea
Find out Pes.co Social Bar
Urban Resort Style
Specchio del Pescatore: enjoy
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6
LOCATIONS
LOCATIONS 6
PES.CO WIEN
A GREEN SPOT INSIDE THE HEART OF THE CITY
Pes.co Wien, the second location opened by Pes.co in 2014, is a social
Restaurant-Cafe-Bar inside one of the most dynamic areas of Wien that
offers a unique food enter tainment experience: convivial dishes prepared
with selected ingredients are served on stands at the bar or inside the
restaurant area with a wide range of social drinks and a fresh and sparkling
full-of-music atmosphere.
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From Lands and Seas
Thanks to all Pes.co Fans!
The Social Pizza Oven
Happy to be Social
One of Pes.co Social Stands
Many Pizzas to be shared
We love Pizza too!
The Power of Social Attitude
Are you ready to share with us?
Fresh, Healthy, Green...Pes.co!
The Tropical Spot in Wien
Focus on Pes.co Social Food
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[email protected]
www.pescorestaurants.com