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Layers of Love
Identity · Website · Art direction
Italian comfort food in Miami, built as a culture magazine that happens to sell food: a redrawn vector mark, an ink-and-tape system and a custom Shopify theme.
Introducing · Brand & digital designer
Brands built to move.
Identity, packaging and websites, designed as one system and brought to life in motion.
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About
Not just a designer.
I shape how brands look, feel and move. Fifteen years and more than thirty brands, from Sicilian nature reserves to Venetian saffron, from focaccia to real estate.
Exploded view
Eight disciplines. One system.
Every layer is a discipline. Stacked together they make one brand that looks the same on a jar, a shop window and a phone screen.
- L1Strategy & consulting
- L2Brand identity
- L3Packaging
- L4Websites
- L5Photo & video
- L6Social media
- L7Ads on Meta & Google
- L8Print & spaces
Detail
The details are the product.
15+Yrs of experience
30+Brands
8Disciplines
1System per brand
Applications
From the mark to the things people touch.
A logo is only the start. The same thinking runs on a gift box, a stand-up pouch, a phone and a live website. Real pieces from three projects, rebuilt in 3D.
Selected work
Three rooms to start.
Partnership
Partner of Leviathan.
I work in partnership with Leviathan, the Milan-based marketing agency that combines AI, automation, data, creativity and design. Powered by AI, guided by humans. For you it means one point of contact, and a full team behind it.
levthn.com ↗
01
One brief, a whole team
Brand and creative direction stay with me. When a project needs more hands, Leviathan adds strategists, developers, SEO, data and advertising specialists, under the same brief.
02
Platform partners
Through Leviathan, projects run on partner channels with Shopify, Google, Meta and TikTok: e-commerce and paid campaigns set up the way the platforms recommend.
03
AI and automation
Leviathan is a tech-powered agency: AI, automation and data. Reports, audiences and repetitive tasks are automated, so more time goes to ideas and results.
04
Scale when you need it
From a single logo to a dedicated team on subscription with LEVpod™: strategy, UX, design, development, SEO, data and advertising.
Partners and certifications through Leviathan
Your creative studio, by subscription.
Posts, newsletters, landing pages, packaging and campaign creatives. Pay with monthly credits, review the prototype, and I validate every piece before production.
- Credit wallet that refills every month
- Guided brief: red «!» on what is missing
- Comments on the exact spot of the prototype
Fictional data, no sign-up
Consulting packages · Luca Colucci
These are my agency services: I work on your brand directly, with my team when the project needs it. They are separate from LineOFF, the platforms and the Academy.
Pick your system.
Direct consulting
One to one with Luca
Quoted on your brief
Strategy · brand · launch · growth
| Included | IdentityStart here |
Identity ProResearch + things you can hold |
Full SystemFrom the study to the launch |
GrowthMonthly · social, ads, consulting |
|---|---|---|---|---|
| Strategy call & creative brief | ● | ● | ● | ● |
| Market & competitor analysis | — | ● | ● | ● |
| Logo & monogram | ● | ● | ● | — |
| Type & colour system | ● | ● | ● | — |
| Brand guidelines | — | ● | ● | — |
| Packaging or print | — | ● | ● | — |
| Marketing & launch plan | — | — | ● | ● |
| Website, design & build | — | — | ● | — |
| Photo & video | — | — | ● | ● |
| Motion & 3D | — | — | ● | — |
| Social media management | — | — | — | ● |
| Ads on Meta & Google | — | — | ● | ● |
| Monthly report & consulting | — | — | — | ● |
Packages are a starting point: every project is quoted on its own brief. Strategy and consulting are also available on their own, by the day or as a monthly retainer.
Looking for something else?
LineOFF · creative studio by subscription
Platforms · your own OS
Academy · books and programs
Academy
Ideas you can put to work.
Books on hospitality, golf and AI, practical guides and a membership with the systems I use to run brands and businesses.
Programs and library
- Executive ProgramHospitality Leadership & Guest ExperienceDesign the guest experience, run the operation on numbers, and lead the team that delivers it: a 360-degree path for hospitality professionals, owners and managers.10 modules · 56 hView
- Executive ProgramAI-Driven Hospitality TransformationLead the technological and digital transformation of your hospitality business – with strategy, numbers and a working roadmap, not hype.9 modules · 32 hView
- Executive ProgramGolf Business & Destination StrategyFrom the round to the experience economy: business models, hospitality, golf tourism, destination development, partnerships and the Italian market.9 modules · 30 hView
- Library · PlatformsWork OSClients, projects, documents and mail in one dashboard.€4,900.00Open
- Library · PlatformsLife OSYour life in one place, with an assistant that knows it.€2,900.00Open
- Library · PlatformsLineOFFThe creative studio, powered by Luca Colucci Consulting.€49.00Open
- Library · PlatformsComplete OSLife, work, sales and advertising: the whole system.€14,900.00Open
- Library · PlatformsWork & Sales OSWork OS plus the whole sales engine.€7,900.00Open
- Library · PlatformsAdvertising OSContent, campaigns and results, from brief to publishing.€5,900.00Open
- LibraryGuides, templates and systemsPractical resources for building and running a business on better systems, published as each one is ready.Browse the library
- MembershipOpen more of the AcademyMembers-only guides and starter kits, Pro toolkits and a member discount on the Executive Programs.See the plans
Events
Where we can meet.
Talks, workshops and the events I attend. See what is coming up and book a meeting around them, in person or online.
Events
- 3Tue · Nov 2026The Perfect Pitch | Italian Innovation Meets New York4:00–6:00 PM ET · Piazza Italia · 10 Times Square, 22nd Floor · New York, NYPast eventDetails
- New dates soonNo upcoming events right nowNew dates are added as soon as they are confirmed. Meanwhile, book a meeting in person or online.Book a meeting
Reviews
What clients and readers say.
-
Example
“Abbiamo rifatto marchio, etichette e sito in poche settimane. Finalmente quello che vendiamo si capisce al primo sguardo.”
Giulia Ferraro
Titolare, agriturismo in Toscana · Identity Pro
-
Example
“Clear thinking and fast execution. Luca understood our guests better than our previous agency did in two years.”
Michael Turner
General manager, boutique hotel · Growth
-
Example
“Strategia, packaging e lancio seguiti da una sola persona: meno riunioni, più decisioni e un risultato coerente.”
Francesca Lodi
Marketing manager, cantina · Full System
-
Example
“The OS replaced five tools. Leads, proposals and follow-ups now live in one place, and the agents draft the boring parts.”
Sarah Whitman
Founder, skincare brand · Work & Sales OS
-
Example
“Contenuti concreti, pensati per chi gestisce davvero una struttura. Li ho usati il lunedì successivo con il mio staff.”
Marco De Santis
Direttore, golf club · Academy
-
Example
“Posts and newsletters every week, approved before they go out. It feels like having a creative team on call.”
James O’Connor
Owner, restaurant group · LineOFF
-
Example
“Un logo che funziona dal packaging a Instagram, e una guida che il nostro team usa davvero.”
Elena Russo
Co-founder, food startup · Identity
-
Example
“Campaigns, budgets and results in one dashboard. We finally know which creative pays for itself.”
David Moreno
Director of sales, hotel collection · Advertising OS
Reviews marked «Example» are illustrative and are replaced, one at a time, by real customer reviews.
Services
One designer, the whole system.
Eight disciplines that work together, from the market study to the last ad, so your strategy, your logo, your packaging and your campaigns speak the same language.
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Strategy
Strategy & consulting
Before anything is designed: who the brand is for, who it competes with and what it must achieve. Research, analysis and a plan you can act on.
- Market & competitor research
- Brand audit & positioning
- Marketing & launch plans
- Consulting by the day or monthly
Seen in Grana Padano × Ascovilo, Layers of Love, Eterna Rent
Identity
Brand identity
Logo, typography, colour and the rules that hold them together, so every touchpoint looks like the same brand.
- Logo & monogram
- Type & colour system
- Brand guidelines
- Stationery
Seen in Layers of Love, VisioneCasa, Eterna Rent, Haizum
Packaging
Packaging
Packs that stand out on the shelf and still feel special when they are opened at home.
- Product packaging
- Labels & stickers
- Bags & wrapping paper
- Gadgets
Seen in Zafferano Treviso, Canaparium, Layers of Love, Dal Bistecca
Web
Websites
Design and development of sites that load fast, read clearly and move with intent.
- UX & UI design
- Shopify, WordPress, custom
- E-commerce & landing pages
- Motion & 3D
Seen in Layers of Love, Eterna Rent, Zafferano Treviso, Barbera Café MENA
Production
Photo & video
Shoots for products, places and people, planned around how the brand will use every frame.
- Product photography
- Location shoots
- Event video
- Edits for social
Seen in Grana Padano × Ascovilo, Villa Rosa, Dal Bistecca
Social
Social media
A plan, a calendar and content made for each platform, so the brand keeps talking between one launch and the next.
- Editorial plan & calendar
- Posts, stories & reels
- Profile management
- Event coverage
Seen in Grana Padano × Ascovilo, Novea Skin Center, Neo Mediterraneo, Gadget Prime
Advertising
Ads on Meta & Google
Paid campaigns on Facebook, Instagram and Google, built on clear goals, measured every week and adjusted with the numbers.
- Meta Ads: Facebook & Instagram
- Google Ads: Search, Display, YouTube
- Tracking, pixels & analytics
- Creative tests & reporting
Seen in Ytheca by Fiorital, Flunch Italia, Porto Rotondo, Novea Skin Center
Spaces
Print & spaces
Brochures, menus, wall graphics and shop windows that carry the identity into the street.
- Brochures & menus
- Office wall graphics
- Window displays
- Event materials
Seen in VisioneCasa, Neo Mediterraneo, Eterna Rent
Partnership
Partner of Leviathan.
I work in partnership with Leviathan, the Milan-based marketing agency that combines AI, automation, data, creativity and design. Powered by AI, guided by humans. For you it means one point of contact, and a full team behind it.
levthn.com ↗
01
One brief, a whole team
Brand and creative direction stay with me. When a project needs more hands, Leviathan adds strategists, developers, SEO, data and advertising specialists, under the same brief.
02
Platform partners
Through Leviathan, projects run on partner channels with Shopify, Google, Meta and TikTok: e-commerce and paid campaigns set up the way the platforms recommend.
03
AI and automation
Leviathan is a tech-powered agency: AI, automation and data. Reports, audiences and repetitive tasks are automated, so more time goes to ideas and results.
04
Scale when you need it
From a single logo to a dedicated team on subscription with LEVpod™: strategy, UX, design, development, SEO, data and advertising.
Partners and certifications through Leviathan
Start here
Pick one service, or all eight.
Tell me about your brand →Work
Move into my work.
Twenty-two brands, from Sicilian nature reserves to a pasta bar in New York. Scroll to flip through the cards, one case at a time: every project opens into its own case study, and the full list waits at the end.
Enter
02 / 06
VisioneCasa
Identity · Print · Spaces
Brand identity, brochures and coordinated materials for a real-estate agency, plus graphics for the office wall and the street windows.
03 / 06
Zafferano Treviso & VillaRosa
Identity · Packaging · Websites
Identity, gift-box packaging and website for a Venetian saffron producer, together with VillaRosa’s logo, website and photo shoot.
04 / 06
Grana Padano × Ascovilo
Event content · Social storytelling
“Born to Be Together” at Milano Design & Art Week, 10–14 September 2021: launch strategy, content plan, brief for the photo and video team, post-production and social storytelling.
05 / 06
Eterna Rent & HouseRent
Identity · Websites
One compass, two doors: identity and websites for a short-term rental company, one brand for owners and one for guests.
06 / 06
Three Windows on Sicily
Logo design · Contest, 1st place
The winning entry for three nature reserves near Syracuse: Vendicari, Cavagrande del Cassibile and Pantalica. One frame, one hatched sky, three views.
Index
All projects
01Layers of LoveIdentity, Shopify website, art directionCase study →02HaizumBranding, web design, illustrationCase study →03Pasta EaterSocial media, content, campaignsCase study →04Zafferano Treviso & Villa RosaIdentity, packaging, websites, photo shootCase study →05RadaelliSocial media, content design, advertisingCase study →06VisioneCasaIdentity, print, signageCase study →07Three Windows on SicilyLogo design contest, 1st placeCase study →08Grana Padano × AscoviloStrategy, content and social storytellingCase study →09Ytheca by FioritalSocial media, art direction, advertisingCase study →10FGB ConsultingBranding, editorial, web designCase study →11Eterna Rent & House RentIdentity, brand book, websitesCase study →12CiriaconoBranding, print, web designCase study →13CerautoBranding, web design, graphic designCase study →14CanapariumBranding, packaging, illustrationCase study →15SinergaBranding, print, web designCase study →16Club Porto Rotondo & The BaySocial media, advertisingCase study →17Flunch ItaliaSocial media, advertising, web designCase study →18NOVEA Skin CenterBranding, web design, social mediaCase study →19Dal BisteccaBranding, logo design, illustrationCase study →20NEO Mediterraneo VibesSocial media, advertising, menu designCase study →21Café Barbera MENAWeb design, UI/UXCase study →22Gadget PrimeBranding, social media, web designCase study →
Layers of Love
Italian comfort food, redesigned for America
Case study · 01Miami · 2026Scroll
Case study · Brand identity, website, art direction
Pasta, but make it culture.
Layers of Love makes small-batch Italian comfort food in Miami: fresh-pasta lasagna, tiramisù, stuffed focaccia and catering. We built the brand as a culture magazine that happens to sell food.
The brief
A food brand ready to sell online.
- 01Redraw the logo as a clean vector, with a palette and brand fonts
- 02Logotype and wordmark for packs, labels and the web
- 03A website on Shopify with separate B2C and B2B price lists
- 04Explain ready-to-heat and frozen products, and why blast chilling matters
- 05Orders and delivery across Miami-Dade, linked to the delivery platforms
The idea
“The Layers Issue.” Every product is a numbered issue, green is the ink, red is the food, yellow tape interrupts.
No luxury, no white-tablecloth cues: the tone is warm, ironic and editorial pop, at accessible prices. The logo already holds the idea of layers: a heart over three waves, like sheets of pasta. The website is built the same way, in stacked sections.
The heart · on top
Top layer
Middle layer
Base
01 · The mark
One heart.
Three layers.
The original logo was redrawn as clean vectors. The heart sits on top, three waves stack underneath like sheets of pasta: top, middle and base. It works in full colour, in one colour and in white, from a favicon to a delivery bag.
02 · Ink
Printed
in green.
Every page follows the same proportions: white paper about half, green ink a quarter, red around fifteen percent, a touch of yellow tape and almost no blue. Hover or tap a colour to see where it goes.
03 · Type
LASAGNALASAGNALASAGNA
ABCDEFGHIJKLM
NOPQRSTUVWXYZ
0123456789 & $!?
Fresh pasta, slow-cooked ragù, creamy béchamel. Made with love in Miami.
LOL, the brand's own display face, uppercase at 0.84 line height, with an outline echo. Bricolage Grotesque for everything you read.
04 · The system
Tape, cells,
numbers.
Bestseller
New flavour
Hot right now
For 10+05 · A site in layers
Built like a lasagna.
The Shopify theme is a stack of sections. Scroll to pull the layers apart.
- Header
- Cover story
- In this issue
- The product
- Footer
06 · In real life
Ooh. Ahh.
Mmm.
Product imagery: AI-generated sets, art-directed from approved product facts.
MORE LAYERS.MORE LOVE.MORE LAYERS.MORE LOVE.MORE LAYERS.MORE LOVE.
01 LASAGNA02 TIRAMISÙ03 FOCACCIA04 CATERING01 LASAGNA02 TIRAMISÙ03 FOCACCIA04 CATERING
Services
- 01Brand identity and vector logo
- 02Colour, type and component system
- 03Shopify website, design and build
- 04Art direction of product imagery
- 05Motion: logo reveal, 3D, kinetic type
Credits
Design, art direction and web: Luca Colucci.
Client: Layers of Love, Miami.
Product imagery: AI-generated, art-directed from approved product facts.
Audit · Preview
Digital Audit.
A free check-up of your brand online: website, SEO, tracking, social media, ads and marketplaces. Answer a few questions, and while the analysis runs you get a report with what to fix, a plan of work and a starting price.
Demo with sample results · the live audit is coming soon
How it works
Four minutes, one report.
- 01
Tell me about the business
Company, website, social channels, marketplaces, goals and budget. The more you share, the sharper the audit.
- 02
The analysis starts
Your site and channels are read automatically: structure, SEO, speed, tracking pixels, social profiles and competitors.
- 03
Leave your details
While the analysis runs, tell me where to send it. Name, company, email and phone, with your consent.
- 04
The report arrives
The audit, a plan of activities with me or with the Leviathan team, and a starting price. I review every report before we talk.
What is checked
Everything a customer sees first.
Website & architecturePages, menus, structure, content and how clearly the site leads to a sale or a contact.
SEO & visibilityTitles, descriptions, headings, indexing, keywords and how you rank against competitors.
Speed & mobileCore Web Vitals, image weight and how the site works on a phone.
TrackingMeta Pixel and Conversions API, Google Analytics 4, Tag Manager, conversion events.
Social mediaInstagram, Facebook, TikTok, LinkedIn: profiles, posting rhythm, formats, consistency.
AdvertisingMeta and Google Ads: what is active, how it is measured, where budget is lost.
MarketplacesAmazon and other marketplaces: listings, images, reviews and the brand store.
Brand & competitorsPositioning, tone and identity compared with the brands you compete with.
What you receive
An audit, a plan, a price.
The auditA score for each area, what works and what to fix first, in plain language.
The planThe activities that would make the difference, done by me or with the support of Leviathan when a whole team is needed.
A starting priceAn estimate based on your brief. It is a starting point: after a call the final quote can move by 30–40%.
About
From the kitchen to the brand.
I'm Luca Colucci, a brand, marketing and digital consultant based in New York. Before strategy and design I worked in kitchens and dining rooms, so I build brands the way a good service runs: planned, precise and made for people.
Scroll to turn me around
Skills
Learned on the job, used on yours.
Kitchens, dining rooms, agencies and my own practice. Each skill around me comes from one of them: tap it to see where I learned it and the projects it shaped.
Today
Everything I learned, for your brand.
Contact
Let's make it move.
Tell me about your brand, your launch, or the website that needs a rethink. I read every message.
- 01Send the form: it takes a minute.
- 02I reply within two working days.
- 03A first call to understand the brand, free of charge.