The challenge was to create a brand identity that resonated with the traditional essence of Neapolitan pizza, approved by the AVPN, while acknowledging its location in Santo André, SP, Brazil. The objective was to marry authentic Italian heritage with a unique local vibe, appealing to a broader audience without compromising on tradition.

The design strategy embraced the union of traditional Neapolitan pizza-making with the local character and culture of Santo André. Grazie Napoli needed an identity that celebrated its heritage as the first pizzeria in São Paulo recognized as Vera Pizza Napoletana. Drawing inspiration from the industrial-sophisticated decor of the renovated house that hosts the pizzeria, the design team crafted an identity that reflects both tradition and a warm, inviting atmosphere. We developed exclusive typography with parallel lines, inspired by industrial beams, symbolizing the pizzeria’s robust and contemporary vibe. The iconic pizza oven, imported directly from Italy, was chosen as the central symbol of the brand, representing the heart of traditional pizza-making.

To further connect the pizzeria with its Neapolitan roots, we selected a color palette of blue and white, reflecting the Napoli football club. This choice strengthens the connection to the storied Italian city. Authentic elements from Naples, such as a shirt from the legendary Maradona, were incorporated into the restaurant’s decor, enhancing the genuine Neapolitan experience. The outcome was a vibrant visual identity that positions Grazie Napoli not only as a purveyor of authentic Italian cuisine but also as a cultural bridge between Naples and Santo André, celebrating the harmony of tradition and authenticity in every aspect of its brand.