FETÉN: Comprehensive Branding for a New Mass-Market Pizza Brand
Creation of naming, storytelling, corporate Identity, visual system, and packaging.
What did we do?
· Creative direction
· Naming & claims
· Corporate Identity
· Coordinated graphics
· Packaging
· Social Media graphics
To create the identity, we opted for a logo as powerful as the concept it conveys: a bold all-caps typography that would not go unnoticed on any supermarket shelf. In addition to the logo, we created a complete visual system that would work both offline (packaging, signage, product catalog, etc.) and online (website, social media, animations, etc.). When we create a visual system for a brand, we ensure that it maintains consistency across all media and formats, for which we create typographic styles and a color palette that can be applied to different channels and media.
For the packaging, we opted for a front label that allowed the product to be perfectly visible through the transparent packaging, thus highlighting its ingredients. These labels, like many of the elements created, were based on typographic compositions and geometric elements that represented the different ingredients of each pizza. This system allows the product line to expand in a simple and recognizable way for the consumer.
The overall result is a simple identity with a great personality, making it very recognizable and easily memorable for consumers.