Salve! Pizzeria Napoletana

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Naming + Branding

Salve! is a new pizzeria making the true Neapolitan pizza in Florianópolis, Brazil.

We created the name, logo, uniforms, posters, pizza boxes and other graphics for the restaurant.

CHALLENGE

The challenge was to create a hip new brand that pays the due respect to the Italian traditions. Italian restaurants are mostly branded with the same combination of colours and graphics. We decided to look at Neapolitan culture and restaurants with a new set of eyes and we created "design principles" of our Neapolitan pizzeria.

Design principles:

Loud – a mixture of all-caps, vernacular sans-serif typefaces all around

Simple, but with personal – no shiny graphics, but show some character here and there

Tradition – there's a strong respect for traditions

Made by hand with love – it's a labour of love, it's a family business and pizza is a national symbol. So there's a lot of love involved

SOLUTION

Salve! is a friendly way of saying hi. It represents the passion and friendliness of Neapolitan people. It is also a simple, short name that fits well to a hip new restaurant. The typography is a mixture of similar sans-serif typefaces, in all-caps, with irregular spacings to mimic the typography we saw in Napoli.

We also decided to pay a homage to the traditional Italian restaurant graphics by including an illustration of a pizzaiolo. If you look around, many Italian restaurants use the figure of a chef in their pizza boxes and menus. So we illustrated a very friendly pizzaiolo using the same style of illustration we found in our research.

But most of all we found that Neapolitan pizza is beautiful. To convey the purity of the Italian pizza, we created posters containing their simple recipes.