Somma began with an observation. Fine dining, at its highest level, can become rigid. Extravagant ingredients and table theatrics are often mistaken for trappings of luxury. Hospitality becomes choreography. Innovation becomes self-serving. 

We believed luxury needed redefinition.

Working with Chef Mirko Febbrile, we positioned Somma around a simple proposition: true luxury is not excess, but care. It is found in restraint, in generosity, in the quiet rigour of craft.

The name Somma (meaning “sum” in Italian) became the conceptual anchor. Luxury here is cumulative rather than conspicuous. A drop of olive oil. Bread baked that very morning. Technique refined over years. Hospitality that restores rather than intimidates. 

Our narrative work was critical in reframing how this philosophy would be understood. Months of research and direct producer relationships in Puglia were structured around purpose over excess. Closed-loop ingredient reuse—often invisible to the diner—was positioned not as sustainability theatre, but as integrity. We translated these operational decisions into a language of luxury defined by intention rather than indulgence. By articulating the discipline behind the experience, we helped guests see that restraint itself could be premium. Precision could feel indulgent. Care could feel extravagant.

This philosophy informed every layer of the brand.

Somma avoids the clichés of heritage Italian dining. Art direction and visual identity leans into texture and tactility to evoke memory without nostalgia. Deep, vivid hues such as Disaronno and Rosso establish warmth and intensity. Brand textures draw inspiration from the shifting landscapes around Ponte Madonna della Stella in Gravina in Puglia, introducing an organic, artful quality that grounds the brand in place while remaining contemporary.