Mar 17, 2016
The Zeppe Deliveria della Pizza is the latest original restaurant from Grupo Mar, from Belo Horizonte – Brazil. In this post you will see the creative process of Zeppe's new identity.
Zeppe Deliveria della Pizza is an original and stylish new pizza place from Belo Horizonte, Brazil. We were comissioned to develop their branding and visual identity based on the Giuzeppe story above and the year of launch of the first Vespa model – 1946. Our challenge became to delve into the graphic references of the time, appropriating and rethinking them in an authentic way to create a truly original environment. Constructivist art and modernist movements like Bauhaus and De Stijl were our starting points. The work of designer Louise Fili was a true inspiration as well, and we also gathered lots of reference material on traditional Italian signage. The result is a somewhat unexpected mixture of the quirky script logo with the rigid geometric motif and our favorite part – lots of posters.
Research, Studies, Drafts
Our Four Contenders
We usually don't present the client with this many 'options', but we felt that the development process had been so rich that it was justified, in this case. Of course, we only did this because we believed any of the options would be a good choice.
Naturally, we had our own favorites – Rafael, the Creative Director, settled on the 4th, while I (Daniel) was obsessed with the letterforms and variations on the 3rd. Also, notice that the Vespa icon on the first iteration of the final logo was different.
The Final Logo
Once the logo is chosen and all the work is done, we can't even imagine how it all would have looked in any of the other choices. There was still a lot more to come, though. From the very beginning, we knew we wanted to bring some constructivism into the mix – something that would reference the time period of our story character, Giuzeppe, and give a strong voice to the identity.