Essenza
Essenza is a takeaway pizzeria in the truest sense of the word: no pretense, no distance, just good pizza and a real conversation while you wait. Emanuele, the founder, is informal, direct, and genuinely present with every customer. The brief was to build a brand identity that felt the same way.
VISUAL LANGUAGE
Essenza’s visual language is built around simple, hand-drawn illustrations
Rather than adding decoration, the system focuses on familiar, everyday gestures, reinforcing an informal and human interaction
The illustrations are intentionally minimal, allowing the brand to remain clear, adaptable and immediate across different touchpoints
ILLUSTRATION STYLE
The illustration system is line-based, intentionally imperfect, and consistent across every touchpoint. No fills, no decoration for its own sake. Just familiar gestures from Italian food culture, drawn in a way that feels immediate and human. The icons work individually or together as a visual language, adapting to everything from packaging to in-store signage without losing their personality.
Supporting icons inspired by everyday Italian food culture, designed to work both individually and as part of a larger system.
The illustration system extends across all touchpoints, supporting both communication and in-store experience
Logo & Symbol
The logo subtly recalls the texture and movement of tomato sauce
Rather than being literal, this reference is translated into soft, organic forms that feel natural and immediate
This choice reinforces the connection to food while maintaining a simple and recognisable structure
The identity uses Quicksand, a rounded
sans-serif typeface.
Its soft geometry reflects the informal and approachable personality of the brand.
At the same time, its clarity ensures readability and simplicity across all applications.
This balance allows the brand to feel friendly without becoming naive or overly playful.
