The Challenge
La Pizza Fresca were on a clear mission to become the go-to takeaway for high-quality vegetarian pizza. However, operating in a highly competitive market, they needed more than just great food, they needed a truly distinctive brand identity that communicated their unique selling proposition, the unparalleled freshness of their plant-based ingredients. My challenge was to translate this core value of "freshness" into a memorable visual language that could elevate them above the competition.
The SOLUTION
To give La Pizza Fresca a brand that felt both confident and full of personality, I built a flexible design system centred around two main things. Firstly, a strong, modern typeface to give the brand a high-quality and professional look, giving them a voice that really stands out. Then, to really sell the idea of "freshness", I created an abstract, colourful symbol made up of energetic shapes and bright colours like the green of basil and the red of ripe tomatoes, to represent the plant-based ingredients.
This flexible branding system is designed to look great everywhere. From their sleek, minimal pizza boxes, to all their fun digital and social media stuff, this new look makes sure everyone instantly gets La Pizza Fresca's promise of "unparalleled freshness." This consistent and memorable vibe makes them stand out in the market and helps customers easily spot and remember their brand.
