Original Source: https://abduzeedo.com/pazzesca-branding-story-through-pizza
Pazzesca: A branding story through pizza!
In the bustling streets of Mexico, where culture and culinary artistry collide, FAENA Studio, a design powerhouse, has woven its magic yet again. Their recent endeavor, the visual identity for Pazzesca, a local Italian pizzeria, is a testament to their knack for infusing design with culture and flavor. The challenge was clear: How do you transport someone from the streets of Mexico to the cobblestone alleys of Italy with a single glance? FAENA Studio’s solution was nothing short of brilliant. They infused the visual identity with the warmth of rustic Italian charm. Earthy tones, reminiscent of Italian countryside landscapes, adorned the branding, creating an inviting and cozy ambiance. Typography plays a pivotal role in any branding, and for Pazzesca, FAENA Studio carefully selected fonts that spoke the language of authenticity. The handwritten script used in the logo and menus brings a personal touch, as if each pizza is handcrafted with love and care.
The visual identity tells a story. It’s not just about the final product but the journey—the kneading of the dough, the selection of the freshest ingredients, and the wood-fired oven that imparts that unmistakable smoky flavor. FAENA Studio used these elements as inspiration for the design, creating visuals that tantalize the senses and convey the craftsmanship behind each dish. The collaboration between FAENA Studio and Pazzesca is a testament to the power of design to elevate dining experiences. It showcases how a well-crafted visual identity can become an integral part of a brand’s story, enriching not just the dining experience but the entire brand essence.
The logotype is based on the typography of the character script, which has an evocative angular shape and a sense of frenzy and adventure that comes with experiments that can be tested in one of the platillos.
FAENA is a graphic & art direction studio based in Mexico City, Mexico. You can check out more of their works via the links below: