Studio Lob Crafts Unique Branding for Nonna’s Pizza
Studio Lob, a Berlin-based innovator, has whipped up a unique branding concept for Nonna’s Pizza – a new business originating from the Azores Islands. Drawing on humor and nostalgia, this dynamic branding introduces a vivid tomato-red aesthetic, saluting grandmothers worldwide for their exceptional home-cooking. Grandmotherly influence is a key ingredient of the Nonna’s Pizza brand, infusing the spirit of traditional recipes into their menu offerings.
The bold tomato red color, resonant of juicy, ripe, and essential tomatoes used in their Neapolitan pizzas, is both a tribute to the brand’s vibrant personality and a symbol of freshness and quality. In its depiction, Studio Lob manages to serve warmth and charm inherent to home-cooked meals, summing up the essence of Nonna’s Pizza.
Elements commonly associated with grandmothers – such as faith in the unparalleled quality of grandma’s cooking and an amusing association with false teeth – were ingeniously woven into the brand’s visual aspects by Studio Lob’s founders Jannis Zell and Phil Zumbruch. A noticeable inclusion is the San Marzano tomatoes of Naples, cleverly sketched to resemble teeth.
Zell and Zumbruch set the standard high with their creative graphics, incorporating humorous and familiar elements that enhance the brand’s visual identity. This amusing combination of teeth and tomatoes not only enriches the brand’s unique visual personality, but brings about a warm, nostalgic feeling that resonates with customers.
These tomato-teeth designs pepper the brand’s materials, spanning from menus to t-shirts and loyalty cards. These humorous illustrations draw a fun link between eating pizza and its primary ingredient, tomatoes. The quirky nature of these illustrations makes them not only memorable to customers but also initiates intriguing conversations about the brand.
Nonna’s Pizza branding also introduces mascots, specifically a charming grandmotherly tomato character. This choice of mascot over traditional logos paints a more personal and endearing brand than a typical corporate design could achieve. This strategy makes it easy for the brand to relate with customers and the public in general. The mascots carry the comfortable and familial atmosphere that defines the restaurant’s unique identity across various branding elements like stickers and gift cards.
Air of “Italo-western romance” within the branding is breathed by typography inspired by typewriter themes. The designers used G2 Erika mono from Gruppo Due and Clifton italic from 205TF to create a striking blend of contemporary and retro appeal. With the choice of color to supplement these fonts, the branding succeeds in creating a harmonious aesthetic that prominently surfaces in the perception of the target audience.
Scratch cards hued in a distinctive bright yellow, featuring the adorable grandmother tomato mascot, form an interesting part of the branding. They proved instrumental in promoting the restaurant’s inauguration, offering customers an opportunity to snag a free margherita pizza. This strategy lays the playful, engaging side of the brand bare while lifting its visibility and appeal to the audience.
