it's all smiles at midici

One of the faces of the new Market & Co food hall in the Upper Canada Mall in Newmarket, Ontario, a new-to-Canada, Neapolitan-style pizza restaurant now inspires quality time shared amongst friends and family.

MidiCi, an established, California-based Neapolitan pizza concept, opened its’ Canadian doors in 2018 to bring people together, creating a social space without the social media. At MidiCi, people are everything, a sentiment captured in their brand art that states “People are the best thing that can happen to anyone.” MidiCi inspires its diners to live in the moment, to enjoy the now, and to be present with people, not posts or pictures. And while Jump certainly delivered the essence of the established brand in the Newmarket location, we took the opportunity to build on it, and to reinforce that messaging at some very important touchpoints.

The custom golden-teardrop wood-fired pizza ovens are a focal point – “The heart” – and draw the eye into the space. The surrounding food bar features curves and bends that are consistent with the organic nature of the brand. The design is minimal, but key signature elements speak volumes.

In addition to the ovens, a walk-in dough cooler dressed with tiling and a market awning features visibility to the interior, where an old black and white flour mill graphic reinforces freshness cues.

An upgraded finish package includes real leather custom barstool covers, complete with high-end stitching, custom black tile, wire-mesh cabinetry, salvaged woods, market lighting, and custom furniture pieces manufactured by a local furniture maker. An artisan plaster wall lends authenticity to the space, bringing MidiCi back to its Neapolitan roots.

In the environment, the olive, so central to Mediterranean food culture, is represented by an olive tree growing in the middle of the concept. The tree is a symbol of tradition, and watches over the restaurant and its patrons, bearing witness to – and in its’ own way inspiring – the good times and sense of togetherness that the brand embodies.

The Il Mio Mercato by MidiCi market is an addition to the MidiCi brand – it offers customers the opportunity to take the MidiCi private label tomato sauce (made from San Marzano tomatoes), olive oil, and other beloved provisions home to their kitchens, and extends the brand within the space visually. The packaging all features the MidiCi smile icon, so that the MidiCi restaurant ingredients smile back at customers from their own fridge or pantry, spreading warmth beyond the restaurant and reinforcing authentic connections to the brand.

The food is the real star at MidiCi. The culinary team are devoted to the sanctity and purity of the original Neapolitan pizza. The continued commitment to high-quality, non-GMO fresh and all-natural ingredients is driven by a respect for people, food, Mother Nature, the Neapolitan tradition, and the planet. In addition to the fire-baked pizza, MidiCi serves shareable antipasti, meats & cheeses, insalata, and mouth-watering dolce.

Graphically, the space features messaging that reinforces the MidiCi brand ethos. The mouth, nose, eye, hand, ear, and brain icons were developed by Jump to encapsulate all of the senses that engage guests during the MidiCi restaurant experience.

Jump also developed a new website for the brand in Canada, where we added depth to the brand through the use of the extended icon and messaging palettes and tell the origin and brand stories. Food photography captures not only the artistry of the food, but also the care and expertise with which the dishes are constructed by the experienced and professional chefs on staff.

MidiCi opened its doors in Newmarket’s Upper Canada Mall in September of 2018, and is scheduled to host celebrations and gatherings big and small in the Food District in Square One in Mississauga in May of 2019.