The re­brand­ing of the AIOLI chain, ex­e­cut­ed by cuki­er.works un­der the new strat­e­gy 'We Are Not Sor­ry', en­tailed a lo­go­type re­design to en­hance its im­pact and align it with the fresh ap­proach. The re­vamped com­mu­ni­ca­tion strat­e­gy merged met­ro­pol­i­tan vi­su­als with el­e­ments rem­i­nis­cent of Mediter­ranean cities.

For this pur­pose, semi­cus­tom adap­ta­tions of the Ada­gio Slab font fam­i­ly were de­vel­oped, com­ple­ment­ed by a be­spoke hand­made script, to­geth­er form­ing the com­plete com­mu­ni­ca­tion frame­work.