Case Study: Pizza Brand Identity and Packaging Design

Enjoy the vibes of a tasty day with our bright and mouthwatering graphic design project. Take a glance at the original packaging design and graphic items that Maryna Solomennykova and Arthur Avakyan from Tubik Arts developed as a part of the general visual identity concept for a pizza restaurant. Have fun and buon appetito!

The design process for the project included the following creative tasks:

• logo design and brand color palette
• a consistent set of original brand illustrations
• packaging design for different types of pizza
• some branded items design

The logo design features a wordmark using a bold and stable font and echoing the shape of a pizza piece in one of the A letters. Applied to pizza packaging or branded stuff, the logo can work well in both filled and line versions. The color palette features a combination of contrastive bright, juicy colors, sharing the vibes of energy and cheerfulness: green, red, orange, and yellow.

A consistent set of illustrations was created to make the branded pizza boxes look emotional, recognizable, and original. It featured various people characters for different types of pizza. The typographic contrast also adds its two cents to make the general visual style of the brand expressive and memorable: filled and lined versions of the logo wordmark play this game together with the Bon Appetit phrase presented in artistic handwritten font style.

Here’s a look at a packaging design with custom illustrations for the most popular pizzas: Margherita, Pepperoni, and Napoletana.

Margherita pizza illustration and packaging design

Napoletana pizza illustration and packaging design

Pepperoni pizza illustration and packaging design

The illustration style was also extended to another set of theme graphics reflecting some ingredients typical for pizza fillings. This type of graphic details makes the visual style flexible for different marketing goals, as they can be effectively used either separately or in patterns and combinations. Here’s what they look like integrated into branded items such as special offer cards and cookbook cover designs.

New design case studies are coming soon. Stay tuned!

Originally written for Tubik Blog