In 2019, the first wet wipes we produced for Urban Italian Group carried the BASTA name. Seven years later, that first project has grown into a collaboration spanning five restaurant concepts, each with its own colours, illustrations and sense of place.
Across the sachets, pizza illustrations sit alongside painted flowers. A woman carries a basket of food; two stylish diners share a table in a watercolour-inspired scene. Each design offers a small introduction to the restaurant it belongs to.
For us at Wipeful, the pleasure of this partnership has been producing these different expressions of the group’s creativity. The wipes have a practical place before or after a meal, while their packaging carries something of the restaurant’s character into that moment of service.
Restaurants with their own sense of place
Urban Italian Group was founded in Sweden in 2017. Its growth has since taken it into Spain, with restaurants in Marbella and Madrid joining its Swedish locations. By September 2026, the group reported more than 20 restaurants across the two countries.
Throughout that portfolio, the restaurant concept is central. Italian and Spanish influences take different forms across the group, from Florentine’s theatrical interpretation of 1970s Italy to Villa Valentina’s Spanish farmhouse inspiration. Food, interiors and visual identity help give each venue its own world.
That attention to identity extends to the wet wipe sachets. A compact item has room for an illustration, a distinctive palette and a particular mood. Across our work with the group, those choices have given each restaurant concept a recognisable expression in a product made for everyday use.
It began with BASTA
Our story with the group began with production for BASTA in 2019. It provided the starting point for a relationship that would later encompass several very different approaches to restaurant design.
The BASTA range we produce today includes four pizza-themed designs: one on pink, one on yellow and two on navy backgrounds. Pizza provides the familiar subject, while the illustrations and colourways give the individual sachets their own character.
There is a playfulness to the idea of giving such a small product four related designs. Together, they form an illustrated series within the BASTA identity. The pink and yellow backgrounds bring brightness; the navy versions introduce a different mood around the same food-led theme.
This is one of the details we value in the collaboration. The group gives the packaging creative attention, and our role is to produce the wipes that carry those designs into restaurant service.
Florentine and Lola Maria brought new stories
As the partnership developed, Florentine introduced another visual language. Its restaurant concept draws on the glamour and romance of 1970s Italy, with theatrical interiors and food intended to be shared. That gives the artwork a rich setting to belong to.
On the Florentine sachet, peach and deep green accompany the silhouette of a woman carrying a basket of food. The figure places food at the centre of the image and, to us, evokes the generosity of preparing a meal for others. It gives the packaging a human presence that suits the warmth of the restaurant’s Mediterranean references.
Lola Maria takes the story into flowers. The restaurant brings Spanish tapas and Andalusian influences to Malmö, and its packaging carries an artist’s floral composition. The pattern gives the sachet a painterly, decorative quality, creating another expression of the group’s Mediterranean interests.
With Florentine and Lola Maria, the collaboration grew to include new kinds of imagery. The basket-carrying figure and the floral composition joined BASTA’s pizza illustrations, each keeping a separate identity within our work for the group.
From a Marbella rooftop to a Spanish farmhouse
Cielo by Florentine added a scene centred on dining. On its sachet, a stylish young woman and man sit around a table, depicted in a watercolour-inspired style. The artwork gives the packaging a social quality, with the meal and the people sharing it becoming the subject.
It is a fitting connection to Cielo’s setting above Florentine in Marbella. The rooftop concept brings together Italian traditions and Mediterranean influences. Read against that background, the two illustrated diners offer a visual echo of the restaurant’s focus on food and company.
Most recently, our work with the group has extended to Villa Valentina. The Stockholm restaurant describes itself as a modern interpretation of a Spanish farmhouse, taking its inspiration from southern Spain and Mediterranean life.
The wet wipe packaging follows that direction through a two-colour design with Mediterranean references. Its restrained palette gives another expression to the broader collection. Villa Valentina adds a new setting and a new piece of artwork to a production partnership that began with BASTA seven years earlier.
Carrying the restaurant story into everyday service
Across all five concepts, the wipe keeps its simple purpose: convenient cleaning before or after eating. That usefulness gives it a natural place in restaurant service. The packaging is part of an item intended to be opened and used during the visit, bringing the artwork close to the guest.
For a restaurant with a carefully developed identity, this is an opportunity to carry that identity into a practical detail. A floral composition or an illustrated dining scene can continue the visual story expressed elsewhere in the concept. The aim is to make the small details feel as considered as the restaurant around them.
For the group, the collaboration brings those different designs into one continuing production relationship. Our work has expanded from BASTA to five concepts, with the artwork for each remaining distinct. That combination matters in a portfolio where each restaurant brand has its own personality.
This is the role custom wet wipes for restaurants play in this partnership: a service product whose presentation has been considered as part of the dining experience. Our contribution is to manufacture those products, giving the group’s visual ideas a physical form on the individual packs.
Seven years and a continuing story
Looking across the designs today, we see the history of the relationship in the range itself. BASTA marks the beginning. Florentine, Lola Maria and Cielo by Florentine reflect its widening scope. Villa Valentina is the latest addition.
For us, the designs have the appeal of miniature artworks. Together, they also form a visual record of how one collaboration has developed over time, with each new concept adding its own character.
The group’s story is continuing beyond Sweden and Spain. Its September 2026 announcement sets out plans for BASTA to open in Oslo in November 2026, followed by Lola Maria in January 2027.
We are proud that our own history with Urban Italian Group reaches back to 2019, and that our work now represents five of its restaurant concepts. Producing these wet wipes gives us a small, tangible part in the care and creativity the group brings to its dining experiences.
Developing a new restaurant concept or refreshing an established one? Talk to Wipeful about custom wet wipes that carry your artwork into everyday service.