Pizzamax 브랜드 아이덴티티 by Salvita Bingelyte is a highly esteemed winner of the very prestigious 2020 A' Design Award 동상 in 그래픽, 일러스트레이션 및 시각 커뮤니케이션 디자인 Competition Category.

동그래픽· 2020

Pizzamax 브랜드 아이덴티티

by Salvita Bingelyte

Client: Salvita Design

A' Design Award 동상 Winner in 그래픽 Category

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Colors

The Design

About Pizzamax 브랜드 아이덴티티

Pizzamax는 리투아니아의 소규모 피자 레스토랑 체인을 위한 브랜드 아이덴티티다. 기존 아이덴티티는 여러 그래픽 스타일이 뒤섞여 있어 고객에게 브랜드에 대한 인상을 거의 전달하지 못했다. 리디자인에서는 클래식한 이탈리아 피자를 연상시키는 빨강, 검정, 흰색을 사용한 단순화된 로고를 적용했다. 'pizza'와 'max'라는 단어는 명함과 피자 상자의 서로 다른 면에 배치된다. 알파벳 M과 X의 끝부분은 곡선 처리되어, 제빵사가 팔을 곧게 뻗어 피자를 나르는 모습을 떠올리게 한다. 이 아이덴티티는 명함, 레터헤드, 피자 상자, 의류에 적용되었다.

The Recognition

About the A' Design Award 동상

Pizzamax 브랜드 아이덴티티, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Pizzamax 브랜드 아이덴티티, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Pizzamax 브랜드 아이덴티티, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The initial visual identity had been thrown together in a rush, and was a mishmash of graphic styles as the founders were focused on getting the business up and running. Because of this, the customer experience was largely unbranded, you got your food and that was it. What makes the redesign unique is how the words, pizza and max, are displayed on different sides of business cards and pizza boxes.
Dimensions & Packaging: I created business cards, letterhead, pizza box and clothing branding.
Tags: Pizza, pizzeria, rebrand, visual identity, logo, branding, graphic design, Salvita Design, Lithuania
Production Technology: I opted to use classic colors on white and black backgrounds.
Design Challenge: The challenge was to redesign a brand that would retain current customers, but be more memorable and inviting to new customers.
Research: With strong color combination and bold lettering, the new brand creates high visibility, energy and spontaneity.
Inspiration: Pizzamax is a small pizza restaurant chain in Lithuania. They were established ten years ago, but the packaging and branding was not resonating with the market, so it was time for new branding. The name of the pizzeria also changed. Originally it was the Lithuanian word for pizza, unrecognizable to non native speakers. Now the name is universal, clearly readable and understandable for everyone. Pizzamax wanted to remind customers that they walk the line between good value and good food.
Project Duration: Started in June 2019 and finished October 2019 in Vilnius, Lithuania.
Operation Flow: The logo was simplified and supported by a simple and clear visual identity. I wanted to keep the classic Italian pizza colors, red and black, but make the brand modern and expressive. I brought in a bit of playfulness by giving the M and X letters curved ends, representing people, specifically bakers who carry pizzas with straight arms. It also symbolizes that you can go for a quick and delicious meal.
Image Credits: Copywriter Erin Hope Stevens