Essenza
Brand Identity for a takeaway pizzeria
Essenza is a takeaway pizzeria built around simplicity, familiarity and human interaction
The goal was not to create a polished or distant brand, but something that reflects the personality behind it
The project starts from a real person
Emanuele is informal, approachable
and direct.
His way of interacting with customers
is spontaneous, conversations happen naturally while people wait for their pizza.
This human aspect is the core
of the experience.
The challenge was to translate this attitude into a visual identity.
Create a brand identity that feels:
-
approachable and familiar
-
reflects Emanuele’s personalit
-
avoids over-designed or artificial aesthetics
-
works in a real takeaway environment
OBJECTIVE
CONTEXT
Concept
The identity is built around the idea of informal human connection
Instead of creating distance, the brand reduces it
The visual language had to feel:
-
immediate
-
unpretentious
-
authentic
Like a short, natural interaction, just like the experience inside the pizzeria.
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
Line-based, no fills
Imperfect but controlled
Consistent stroke across all elements
The system is modular, icons can work individually or as a cohesive visual language
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.
