Magma bully is a Naples-based kennel, committed to breeding the best quality American bully, for the Italian and international market. My task was designing a new brand identity starting from the naming. The word "magma" suggests the strength and energy belonging both literally and symbolically to the Neapolitan territory - think Mount Vesuvius and the surrounding volcanic area. Playing with these ideas I designed an identity that drawing from the concept of power merged the dog's profile with the smokey outcome of an explosion, and developed a series of highly evocative images.