Reinventing the Business Model of France’s Italian Dining Leader
Architectural Design
Brand Strategy
Brand Territory
Business Design
Customer Journey
In response to evolving consumer expectations, Del Arte partnered with Lonsdale to rethink its brand and business model, aiming to retain its core family and senior audience while attracting a younger, urban Gen Z demographic. Over 18 months, Lonsdale worked hand-in-hand with Del Arte’s leadership and innovation teams to redefine the customer journey, F&B offering, services, and brand identity.
The result is a bold new concept structured around three spaces:
– Ristorante, a warm, traditional restaurant anchored by a central pizza oven;
– Cafferitivo, an all-day bar area for coffee, snacking, aperitivo and social events;
– A Casa, a fully digitalized experience for take-away, delivery, and drive-through.
Launched in December 2022 in Joué-lès-Tours, the new 344 m² pilot location quickly delivered results: +30% in wine and cocktail sales, +20% in pizza sales, and strong customer engagement.
The concept was awarded “Best Retail Concept of the Year” at the Retail Days 2023, ahead of brands like IKEA and Monoprix—confirming Del Arte’s transformation as both a strategic and commercial success, driven by Lonsdale’s integrated design and innovation approach.








Selected work
-
Dove
Brand Management
Brand Strategy
Packaging Design
-
Renault
Architectural Design
Brand Strategy
Customer Journey
-
PrestaShop
Brand Platform
Brand Territory
Digital
Tone of Voice
Visual Identity
-
Ricard
Packaging Design
-
Ferrero
Architectural Design
Customer Journey
Tertiaire
Workspace Design
-
Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content
-
Clarins
Customer Journey
Digital
Merchandising
Signage and Environment Design
-
Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity
-
MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design
-
Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Visual Identity
-
Maggi
Brand Strategy
Visual Identity
-
Tiger Beer (Heineken Group)
Brand Management
Merchandising
-
Dove
Brand Management
Brand Strategy
Packaging Design
-
Renault
Architectural Design
Brand Strategy
Customer Journey
-
PrestaShop
Brand Platform
Brand Territory
Digital
Tone of Voice
Visual Identity
-
Ricard
Packaging Design
-
Ferrero
Architectural Design
Customer Journey
Tertiaire
Workspace Design
-
Sanofi
Annual and Sustainability Reporting
Brand Platform
Corporate Communications
Social Media and Content
-
Clarins
Customer Journey
Digital
Merchandising
Signage and Environment Design
-
Rexel
Brand Architecture & Portfolio Strategy
Brand Management
Brand Platform
Brand Positioning
Corporate Communications
Digital
Social Media and Content
Tone of Voice
Visual Identity
-
MAIF
Architectural Design
Business Design
Customer Journey
Signage and Environment Design
-
Santé Verte
Brand Architecture & Portfolio Strategy
Brand Positioning
Brand Territory
Visual Identity
-
Maggi
Brand Strategy
Visual Identity
-
Tiger Beer (Heineken Group)
Brand Management
Merchandising