Senza Fondo ●
Lasagna Without Limits
How do you launch a restaurant concept that sounds completely mad on paper? Joe Worthington had a vision: an all-you-can-eat lasagna restaurant in Shoreditch that would capture the familiar and comforting energy of Italian-American dining. In London’s crowded restaurant scene, where concepts live or die by their first impression, how do you convince people that bottomless lasagna isn’t just a gimmick, but an experience worth queuing for?
Senza Fondo needed to show that the restaurant wasn’t just about unlimited food, but about unlimited connection. In an era of Instagram-perfect dining and carefully curated experiences, Senza Fondo celebrates organised chaos – a place where elbows are on the table, glasses are raised and laughter is as much an ingredient as béchamel. The brand had to move beyond conventional positioning and embody something bigger: a restaurant that feels like family, where too much is exactly the right amount.
Building Strategy in the Midst of Chaos
The brand is built on the beautifully contradictory idea of structure within spontaneity. Senza Fondo, meaning “without end” or “bottomless,” captures both the literal promise of unlimited lasagna and the emotional promise of limitless connection.
The positioning balances traditional Italian-American dining with the contemporary East London restaurant scene, blending family dining rituals with communal storytelling. Every touchpoint reflects the belief that everything is better shared, that laughter is as essential as any ingredient, and that community sits at the heart of every experience. Even the framed photo of Italian professional footballer Kevin Lasagna on the wall embodies the brand’s playful spirit – a cheeky reminder not to take yourself too seriously. By grounding the brand in these values, Senza Fondo doesn’t just serve lasagna – it creates a home where everyone feels like family.
-39_1_1.jpg)
-58_1_1.jpg)
Designing With Bold Italian-American Character
The visual identity had to be as loud and unapologetic as the dining room itself. The Senza Fondo logo is bold, playful, and confident – just like a bustling Italian-American restaurant on a Friday night. It captures the crescendo of voices at the table, the clatter of plates, the clink of glasses and laughter spilling over. Each logo lockup reflects an authentic, unpretentious dining experience, where the loudest voice wins but everyone is heard.
Typography channels the energy of hand painted trattoria signage from the neighborhoods of Little Italy in New York and North End in Boston. It is a contemporary reimagining of traditional lettering, much like Senza Fondo’s approach to food and hospitality: rooted in tradition yet modern and approachable.
The colour palette celebrates the ingredients of lasagna itself, with Pomodoro red, Basil green, and Béchamel yellow, conveying the Italian-American experience before diners even step through the door.
Custom illustrations by Aron Leah of Fried Cactus Studio bring playfulness and nostalgia, capturing the chaos and joy of big family dinners, flying forks and shared plates. Paired with high flash candid photography with wine mid pour, stolen bites and theatre of conversation, the visual system rejects perfection and reinforces the brand’s mantra: life is too short for quiet dinners.
-91_1_1.jpg)
-214_1.jpg)
-42_1.jpg)
Transforming Dinner into a Shared Experience
Senza Fondo opened its doors in Shoreditch in Spring 2025 and has already served over 16,000 portions of lasagna, including guest number 10,000 who received lasagna for life. With over 30,000 Instagram followers and a loyal weekend queue, it is clear this is not just the latest trendy spot – it is a firm favourite.
By embracing organised chaos at every level, Senza Fondo transforms dinner into an experience you do not just attend – you participate in. Diners come for the lasagna, the atmosphere and the joy of being together, and the visual identity amplifies that experience at every touchpoint. When you dare to be unapologetically fun, people do not just notice – they dive in. And then come back for seconds.
What an absolute pleasure to work with! Right from the off Chris & Sammy have been a dream. Creative genius. They helped bring my vision to life @senzafondouk and I could not thank them more. I'll work with them again and again!
●
Joe Worthington
Founder, Senza Fondo