In order to gain ground on the customer’s mental map, we had to ensure that the new Giorno Pizza visual identity expressed the pleasure of eating a traditional pizza in a modern way.
In conclusion, we decided to avoid all the common symbols of this industry. We avoided using the pizza slice and the red, white and green flag of Italy for our design.
Instead, we created a logo that represented a stylized traditional oven in warm colors, all in a round shape to echo the look of a pizza.
The consumer had to understand the Pizza Giorno deals with home delivery. That’s why a phone is the second most important element of our design.