brand identity / logo redesign
Client
Berberè was founded in 2010 with the mission of serving delicious artisan pizza made only with live sourdough, easily digestible and with no frills in a stylish yet cozy environment. Organic, quality ingredients are their only gospel. Today the chain owns 14 pizzerias in Italy and 1 in London.
Challenge
In October 2020, the brand opened the first restaurant in London. Expanding outside of Italy involved revamping their brand identity to strengthen the brand image and make it immediately recognizable. Our approach was inspired from one of Berberè's main characterizing elements – the use of sourdough as part of a traditional way to make pizza, associating the brand to "doing things properly the old-fashioned way".
Our solution
The leitmotif of our work was “Old-fashioned, with an eye to modernity”. The graphic design, colors and mood are all evocative of the "good old days" (the 50s and 60s) when Italianness first became an icon, plus a contemporary twist.
Font
For the new logo we chose a rounder font (suggestive of the softness of Berberè's pizza) with a distinctively vintage look. Accordingly, we opted for a half-circle layout typical of store signs in 1950 Europe.
For the new logo we chose a rounder font (suggestive of the softness of Berberè's pizza) with a distinctively vintage look. Accordingly, we opted for a half-circle layout typical of store signs in 1950 Europe.
Colors
We chose two shades of red and cream with a warm, matt look reminiscent of old typography prints.
We chose two shades of red and cream with a warm, matt look reminiscent of old typography prints.
Brand Identity
We produced a new visual identity handbook where we applied the new look to all of Berberè's communication tools - from in-store items like placemat menus and delivery pizza boxes to digital tools including the brand's website, social media and newsletter.
Digital
To develop the brand on social networks we created animated gifs and stickers for feeds and stories featuring vintage-style pictures serving as the visual leitmotif of the new brand identity.
We also designed animations for some of the website pages and the newsletter headers. We applied the new brand identity to the website as a whole by changing fonts and colors.
We also designed animations for some of the website pages and the newsletter headers. We applied the new brand identity to the website as a whole by changing fonts and colors.
Photoshooting
The mood of the photos was curated to be consistent with the brand identity. Shots show warm daylight and pizzas on nicely set tables to create a sense of conviviality. The new visual identity is featured on the paper items shown in connection to pizzas and other dishes from Berberè’s menu.
Client - Berberè Pizzeria
Executive Creative Director, Project & Marketing Manager - Samantha Cavicchi
Senior Copywriter, Marketing Assistant - Elisa Coco
Senior Copywriter, Marketing Assistant - Elisa Coco
Chief Designer, Illustrator, Motion Graphic designer - Piero Selva
Graphic Designer, Digital Designer - Sara Catanzariti
Social media marketing, content & influencer marketing - Brunella La Vecchia
Email Marketing, Press Office - Francesca Bartoli
Photographer - Alberto Blasetti
Social media marketing, content & influencer marketing - Brunella La Vecchia
Email Marketing, Press Office - Francesca Bartoli
Photographer - Alberto Blasetti
Year - 2010-today
