Bronze Graphics, Illustration and Visual Communication Design · 2020

Pizzamax Rebrand

by Salvita Bingelyte

A' Design Award 2020 Bronze Winner in Graphics, Illustration and Visual Communication Design
Awarded April 15, 2020
CLIENT: Salvita Design
Estimated Number of Design Views: 12,907
Verification code A9B39125CA · Verify this award

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About Pizzamax Rebrand

Pizzamax is a brand identity for a small pizza restaurant chain in Lithuania. The earlier identity mixed several graphic styles and gave customers little sense of the brand. The redesign uses a simplified logo with red, black and white, colors linked to classic Italian pizza. The words pizza and max are placed on different sides of the business cards and pizza boxes. The letters M and X have curved ends that suggest bakers carrying pizzas with straight arms. The identity is applied to business cards, letterhead, pizza boxes and clothing.

Press Kit

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.
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.
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.
Image Credits: Copywriter Erin Hope Stevens