Il Pazzo is an emerging pizza brand. The people around the company are heavily dedicated to using the finest ingredients and processes.
We worked with Il Pazzo to create a contemporary identity that took relevant cues from its traditional methods and Italian heritage.
Our approach was to create a flexible identity system that is more than a logo, it is a coherent visual system composed of elements coming together to communicate the values of the company.
Brand Identity, Art Direction, Packaging, Copyrighting, Font Design, Print Production
We drew our cues from Art Deco typefaces and ornamental details of retro packaging. By incorporating those details to one typeface we create a subtle sense of heritage and traditional craft.
For the fine details of the bespoke typeface, we drew inspiration from the ornamental graphic frames found on retro-Italian packaging.