Guerrero Pizza & Pizza is a no nonsense pizzeria for people that just wants to enjoy their comfort food and get on with their lives. The brand purpose is to share good flavors to feed good moments with a clear sense of responsibility and honesty to their customers and offer a wide arrange of options as long as it is a pizza, basically.

Lately, the appearance of pizza restaurants that appeal to a more “gourmet” public became a trend and common peoples’ lack of options for a classic fast food option to be enjoyed at home because of the pandemic grew as a opportunity to offer a simple solution: a menu of best sellers at an affordable price with great value for money while giving a delivery only option to bring down the operative costs of owning a restaurant.

The project required a development from the ground up, starting from the strategy for the new brand which was co-developed in multiple Zoom meetings, because pandemic. After that it began a very fluid design process because of the great foundations developed previously which helped to shape a strong personality and later a clear identity. The DIY attitude from the owner was a key element to be represented in some sort on every aspect of the brand.

The wordmark was based on Franklin Gothic and then modified to give it more character and personality. The color palette is as simple as it gets but it works with the look and feel of the design system based primarily on bold fonts with great contrast and legibility and a photography style and treatment which looks casual and not so over produced. This is possible because the main photography is done in-house by the owner using a smartphone and Photoshop to reinforce on the DIY spirit of Guerrero.

A essential set of packaging was also designed and a communication guide was developed to help bringing a cohesive and clear messaging on multiple channels that speaks the language of the brand and its public. All in all, the resulting identity reflects the spirit of a brand that has a very clear goal: to make good pizza to be enjoyed while having a good time.