Branding,
illustration, interiors, Signage

Prunella is a 13th Street restaurant located in Philadelphia. The concept was rooted in Tuscan folklore, drawing quiet inspiration from the tale of Prunella, a resilient and spirited heroine whose story carries themes of sweetness, endurance, and transformation. Rather than retelling the narrative, we channeled the essence of this feminine character to shape Prunella as an entity that feels romantic, resourceful, and quietly powerful.

The name also nods to the prunella plant, historically known for its self-healing properties. That dual inspiration informed the brand’s point of view, creating a space that feels restorative and generous, where food, beauty, and gathering act as a kind of everyday remedy. Italian folklore and the idea of pizza as healing for the soul intertwine subtly beneath the surface, grounding the identity in something both nostalgic and deeply human.

Hand-illustrated brand elements anchor the system, while typography and imagery tie Prunella’s identity together. I advised on interior selections, including patterned wallpaper, marble finishes, and sourcing vintage frames and photography that nod to Southern Italian heritage. Every detail, from signage to print collateral to environmental styling, was considered to create a cohesive and transportive experience.

The result is a brand that feels timeless yet fresh, effortless, romantic, and deeply rooted in place.

For: Schulson Collective
Designers: Beatrice Smith & Emily Funck