Gastronomy Designer & Concept Creator. 

Cooking delicious brands.

Baking flavorful stories.  

Projects

Gastronomy Designer /

Concept Creator /

Brand Designer / 

Art Director 

The name Apetitude was created based on a combination of two words from the Brazilian Portuguese dictionary; “apetite” (appetite) + “atitude” (attitude), but when you read or say it out loud it also sounds like the word aptitude...

Gastronomy Designer /

Concept Creator /

Brand Designer /

Sponsorship Planner /

Art Director

As a Gastronomy Designer, I designed the menus for each event. Beyond the flavor and quality, the menus became famous and attractive because of the food item's creative names and the different ways of preparing the food...

Brand Designer /

Art Director

Based on the client’s briefing the brand's visual identity was designed aiming a minimalist logotype that would be appropriate to apply in different materials and situations...

Brand Designer /

Art Director 

Designed five different labels with a unified brand identity for the pepper sauces and unique labels for their Barbecue Spicy and Honey Mustard Sauces…

Gastronomy Designer /

Concept Creator /

Brand Designer /

Art Director 

Supported by the abbreviation of the word Barbecue (bbq) and adding up the fact of the red color and thick consistency of the sauce, I had this fun and psychotic idea to create the sauce's name: B.B.Kill...

Gastronomy Designer /

Concept Creator /

Brand Designer / 

Art Director

When designing the brand I wanted to explore the two meanings of the word “éclair”, which in French is used to designate the famous pastries goodies and also to designate lightning bolts...

Designer /

Art Director 

Understanding each product and its unique characteristics were the starting line to think singularly each design, resulting in a range of art variations for DiSalerno's product labels and packages...

 
 
 
 
 
 
 
 

I am Felipe Donatelli.

Also known as Pipo.

I'm passionate about gastronomy and design.

I have 15+ years of experience working with design, concept creation, graphic arts, and communication strategies.

 

After a long period working in advertising agencies and big enterprises,

I founded my design studio that brought me the opportunity to work with several clients in different areas of business.

Since childhood I am passionate and deeply interested in gastronomy.

Finally in 2012 I’ve moved to Paris and took several pastry & baking courses.

That’s when I changed my focus to gastronomy related businesses. 

 

The PopUp Kitchen was one of my early projects that gave me the opportunity to act as a Gastronomy Designer & Concept Creator simultaneously. It was one of the pioneer events in São Paulo to cook exclusive food in different locations such as hostels and music studios. The idea gained visibility and traction, and that brought some great sponsorship partners as Heineken and some other local brands.

 

A few years later I’ve created a company called Apetitude. It's a company that provides catering services and gastronomic experiences. The Apetitude purpose is to bring innovative menus to private and corporate occasions. Alongside private personal clients, the company had designed exclusive experiences for companies like Toyota and Galderma.

 

The kitchen environment united with my designer background allows me to provide high-quality services and meaningful creations for gastronomy related businesses.

Spicy, sweet, classic or exotic.

Whatever your preference is, I can cook a tasteful project for you!

 
Cooking delicious brands.
Baking flavorful stories.

As Gastronomy Designer & Concept Creator, I provide a full range of services for gastronomy related businesses.

 

Fluctuating between kitchen and design, acting as a gastronomy consultant inside the kitchen or designing the entire visual strategy and communications for your business.

 

Like in a great restaurant, you can choose to have the complete menu degustation or to have a single main course.

 

Check my service offers and choose a combo or a single service.​

​I guarantee whatever your choice is, it will be tasty and unique.

CONCEPT

Naming
Branding
Storytelling
Ambiance

VISUAL

Logotypes
Packages
Photoshoot
Advertising
Communications

KITCHEN

Menu planning
Menu optimization
Gastronomy experience
Product development
 
 
Ready to Order?
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© 2019 by Felipe Donatelli