Pizzamax 品牌形象识别 by Salvita Bingelyte is a highly esteemed winner of the very prestigious 2020 A' Design Award 铜奖 in 平面、插画与视觉传达设计 Competition Category.

铜平面· 2020

Pizzamax 品牌形象识别

by Salvita Bingelyte

Client: Salvita Design

A' Design Award 铜奖 Winner in 平面 Category

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Verified Award Winner

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Colors

The Design

About Pizzamax 品牌形象识别

Pizzamax 是为立陶宛一家小型比萨连锁餐厅打造的品牌形象识别系统。原有的品牌形象混杂了多种图形风格,难以让顾客对品牌形成清晰认知。此次重塑设计采用简化的标志,以红、黑、白三色为主,呼应经典意大利比萨的色彩意象。"pizza"与"max"两个词分别置于名片和比萨盒的不同侧面。字母 M 和 X 的末端带有弧形处理,让人联想到面包师伸直手臂托举比萨的姿态。该视觉识别系统应用于名片、信纸、比萨盒及服装等载体。

The Recognition

About the A' Design Award 铜奖

Pizzamax 品牌形象识别是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Pizzamax 品牌形象识别将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Pizzamax 品牌形象识别出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

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