A family-owned pizzeria with an Italian chef, crafting authentic pizzas using Italian ingredients, just like in Italy.
No defined brand style or positioning.
From a design standpoint, there were no discernible differences from other bars and cafes in the city.

- To create a positioning strategy that would allow us to stand out among competitors, emphasizing the strong qualities of the business.
- To establish a vibrant brand style and packaging.
- To develop a brand platform with recommendations for communicating with the target audience.

- Current visitors are mostly locals, those who live nearby, as the pizzeria is located in a residential area.
- They are primarily middle-aged and older couples.
- They often order pizza for delivery.
- From open sources, we discovered that pizzas (and burgers) are most frequently ordered through food delivery websites, and the home delivery segment is continuing to grow.

- Many establishments sell pizza, not just pizzerias, but there are very few Italian pizzerias.
- In our city, there are only 2-3, but they are not actively working on their positioning;
- they do not visually convey a connection to Italy in their branding, thus failing to distinguish themselves.

Basic attributes: an authentic Italian pizzeria in La Coruña, Spain.
Rational benefits: Italian chef, ingredients from Italy, authentic pizza.
Emotional benefits: delicious, Italian atmosphere, family-friendly ambiance.
Brand values: family, warm relationships, lifelong friends, tasty homemade food, Italian spirit.
Brand persona: Italian, male, 50+, married, with grandchildren, a large family, loves gathering everyone for Sunday lunch, enjoys feeding them well, loves homemade food, proud of being Italian, charismatic and cheerful, life of the party.

Brand Tone of Voice: Friendly, Informal, Use of Italian Words in Communication, Use of Emojis Supporting the Italian Theme.

In a brand communication, we aim to strike a warm and approachable tone, fostering a sense of camaraderie and familiarity with audience.
We embrace informality, inviting customers to feel like they're chatting with a friend over a slice of pizza. Incorporating Italian words into our messaging adds authenticity and flavor, transporting our customers to the streets of Italy.

And let's not forget about emojis! These playful little icons serve as delightful accents, injecting a touch of fun and personality into our communications while staying true to the Italian vibe. So, whether we're inviting you to "mangia" (eat) or sharing a "bella giornata" (beautiful day) with a emoji, our brand voice is all about spreading joy and bringing a taste of Italy into your life. 🍕🤌🏻🇮🇹