Creative Director: Agharajab Jafarov
Art Director & Graphic Designer: Talat Aliyev
Each year loads of restaurants with different concepts get open in Baku. The main reason for this need is the development of the city and the increase of tourist flow. Cultural and temperament similarities to the Italians caused the Italian cuisine to be loved in the town, and quite a few pizzerias were opened in the last 10 years. However, the absence of the original Naples Pizzeria demanded the existence of this brand. We have been challenged to create a brand to promote authentic Naples pizza to city dwellers. The core of the strategy is to create a first successful professional Naples pizzeria network in Baku. We expect to reach the number of restaurants to 5 this year.
Peppe Pizza doesn’t serve the pizzas you can find in other fastfood chains. They offer the pizzas that are cooked by italian chief, with ingredients shipped from Italy and the baking done in the traditional pizza oven.
When we created the logo for Peppe Pizza, we faced a complex task. Since the character of the Italian comedy Pulcinella was chosen as the main character of the brand, which has a rather negative appearance, we had a task of developing a logo that would simultaneously depict Pulcinella and be bright, attractive for both children and adults.
Numerous variations were developed and the most successful of them was immediately approved by the client. As the main color was chosen a tomato red, which at the same time stimulates appetite and is associated with the main ingredient of pizza. The final result was bright, attractive and combines all the core values of the brand. Also we designed packaging, menu etc. print materials.
This project was published on August 31, 2018 on Behance.