Siprego: PIZZA E PASTA
Brand Identity
A new brand identity for Siprego which is a fast-casual pizzeria in Augsburg, Germany.
✦ This project Siprego: Pizza E Pasta was selected to be featured in The Best Pizza Box Designs by DesignRush, a platform known for promoting best packaging designs. ✦
Challenge
The main objective of this project is to come up with a visual identity that will mix the old traditional Italian style of living with contemporary style and elements. Siprego is a fast-casual pizzeria. I have to develop and extend the logo into a complete brand identity. This includes typography and color palette research, coming up with a pattern and documenting brand guidelines.
Moodboard
Moodboard that captures the brand essence and sets a direction
Logo
Logo Lockup (Logomark + Wordmark)
Variations of logo
Logo Usage (Clearspace & Sizing)
Color Palette / Farbpalette
Evoking hunger red and welcoming brown along with neutrals
Typography / Typografie
Type Explorations
Final Type Pairing
Primary Typeface: Oswald
Secondary Typeface: Mostra Nuova (Inspired from Italian Art Deco Style)
Pattern Design / Mustergestaltung
Sketches for customised brand pattern
Pattern Elements drawn from ingredients for pizza and pasta
Final Pattern Design: Organic and Friendly
Pattern in multiple colour variations
Output
To understand the problem visually, a moodboard was created that reciprocates the brand’s look, voice, and tone.
A comprehensive study on the primary and secondary typefaces was done. Out of a few shortlisted typefaces, Oswald and Mostra Nuova were selected. These two typefaces created a sharp typographic contrast and have a historical and classical reference to Italy.
The color palette is inspired by the logo, which closely resembles closely to the analogous color scheme.
The red color will increase appetite and resembles tomato, hot oven and different sauces. The brown and earthy tone sets the perfect mood for a warm and cozy restaurant.
For the pattern, it is composed of the ingredients used to make pizza and pasta – two main dishes of Siprego. To give it a friendly and organic look the illustrations were hand-drawn instead of geometric and mechanical.
Finally, all these visuals were documented in a proper brand guideline, that will maintain brand consistency in future.
Applications / Anwendungen
Siprego Pizza Box Packaging Design
Well documented brand guidelines
