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Siprego: Pizza E Pasta

Brand Identity

A new brand identity for Siprego which is a fast-casual pizzeria in Augsberg, Germany


✦ Siprego: Pizza E Pasta was selected to be featured in The Best Pizza Box Designs by DesignRush, a platform known for promoting
best packaging designs. ✦


The main objective of this project is to come up with a visual identity that will mix the old traditional Italian style of living with contemporary style and elements. Siprego is a fast-casual pizzeria. I have to develop and extend the logo into a complete brand identity. This includes typography and color palette research, coming up with a pattern and documenting brand guidelines.


Brand moodboard stylescape of a pizza store
Moodboard that captures the brand essence and sets a direction


bright handwritten logo of pizza brand red
Logo Lockup (Logomark + Wordmark)
logo color variations of pizza brand
Variations of logo
logo guidelines clear space sizing pizza brand
Logo Usage (Clearspace & Sizing)

Color Palette

Color palette of Siprego
Evoking hunger red and welcoming brown along with neutrals


type combinations sans serif pizza brand typography
Type Explorations
typographic explorations
Final type pairing
type specimen of Oswald
Primary Typeface: Oswald
Siprego Secondary Typeface pizza brand
Secondary Typeface: Mostra Nuova (Inspired from Italian Art Deco Style

Pattern Design

Sketches for customised pizza brand pattern
Sketches for customised brand pattern
pizza pasta ingredients icons pattern
Pattern Elements drawn from ingredients for pizza and pasta
pattern design with pizza ingredients
Final Pattern Design: Organic and Friendly
Pattern design of pizza brand in multiple colour variations
Pattern in multiple colour variations


To understand the problem visually, a moodboard was created that reciprocates the brand’s look, voice, and tone.

A comprehensive study on the primary and secondary typefaces was done. Out of a few shortlisted typefaces, Oswald and Mostra Nuova were selected. These two typefaces created a sharp typographic contrast and have a historical and classical reference to Italy.

The color palette is inspired by the logo, which closely resembles closely to the analogous color scheme.

The red color will increase appetite and resembles tomato, hot oven and different sauces. The brown and earthy tone sets the perfect mood for a warm and cosy restaurant.

For the pattern, it is composed of the ingredients used to make pizza and pasta – two main dishes of Siprego. To give it a friendly and organic look the illustrations were hand-drawn instead of geometric and mechanical.

Finally, all these visuals were documented in a proper brand guideline, that will maintain brand consistency in future.

Brand Applications

Siprego Pizza Box Packaging Design
brand style guide or brand guidelines of a pizza brand
Well documented brand guidelines
pizza restaurant storefront
Customers enjoying at Siprego: Pizza E Pasta

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