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Lumia Trattoria
Repositioning an Italian restaurant into a chef-led, seasonal brand experience
TIMELINE
Three Months
STUDIO
Fivora Birmingham
SCOPE OF WORK
Brand positioning · Storytelling · Creative direction · Content system · Growth strategy
Before we stepped in, Lumia had everything most restaurants chase — quality food, a passionate chef, and a beautiful space.
What was missing? Definition
Italian dining isn’t about food — it’s about feeling
The mistake most hospitality brands make is trying to sell dishes.
Meaning Lives in
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Candlelit conversations
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Slow evenings
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Seasonal change
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Memory, warmth, and repetition
It needed a story with a heartbeat.
We turned the chef into the narrator of the story on the plate. It appealed to the nostalgic notches of the Italian taste buds.
And we made this story seasonal. It keeps changing with each season, new dish, new story, new nostalgia they trigger. Seasonality was the story engine.
Repositioning Lumia as a chef-led, seasonal story.
We turned it into a cultural experience serving a UNESCO recognised cuisine.
+140% growth in organic reach within 90 days
+68% increase in average engagement rate across social content
Content began attracting experience-led audiences rather than price-led diners
Seasonal and chef-led storytelling posts consistently outperformed generic food imagery
Posting consistency increased from irregular to 4–5 story-driven touchpoints per week
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