As an importer of Italian wines and delicacies, Victor Russo has introduced a new franchise system in the Netherlands with his Osteria gastronomy concept. In addition to the existing shop and wholesale business, the first Osteria restaurant was opened in the city centre of Leiden. The aesthetically appealing corporate design features a sense of ornamental symbolism, while 18th-century engravings are reminiscent of the fruit and vegetable portraits of late Renaissance painter Arcimboldo. The central logo supports the monochrome visual language and can be flexibly adapted to each franchisee. In addition to corporate stationery, various advertising materials – including menus, a newsletter, flyers and a website – have been developed.