The payoff would continue if we didn't have the need to emphasize what the focus was: just pizza. A logo and a mascot that evoke the streetwear world, vibrant and pop colors, and a pair of fonts where the style of a stereotypical New York pizzeria meets that of the most famous sneakers of all time.
Through all these influences we gave life to our idea of pizza, simple and easygoing, turning a small town in Puglia into a little Williamsburg in New York City: an urban beach outside, a small metropolis inside, where design details matching the underground mood make you feel like you're in a really cool place.

So we made everything from scratch: we designed the whole concept and made it real by developing the interiors with two cool designers, built the entire identity across every kind of asset needed to develop the launch strategy and the follow up, reaching 3.6M views and thousands of interactions with our teaser video, and designed the merchandising to make this place cool af.