Zeppe — Deliveria della Pizza
April 11, 2016
As with any logo, when you see it on its own you rarely get a flavour of the thought and detail involved, or the strength of the overall identity.
But add some context and accompanying elements and the overall impression becomes much more distinctive, as with this identity for Zeppe Deliveria della Pizza, a new restaurant in Belo Horizonte, Brazil.
The wall motif was hand painted by a local wall painter (Baiano) in three days
Rafael Ayres and Daniel Escudeiro were comissioned to develop the visual identity based on the story of Giuseppe (below) and the year of launch of the first Vespa model — 1946.
Rafael and Daniel delved into the graphic references of the time, appropriating and rethinking them in an authentic way to create the Zeppe 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
The 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 favourites — Rafael, the creative director, settled on the 4th, while I (Daniel) was obsessed with the letterforms and variations on the 3rd.”
The final logo
“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, Giuseppe, and give a strong voice to the identity.”
Creative direction: Rafael Ayres of Pos Imagem
Graphic design: Daniel Escudeiro