Located in the heart of Istanbul’s vibrant Kadıköy district, Sale Pepe is a unique pizzeria that brings the essence of Tokyo-style pizzas to a cozy, intimate, and welcoming space. At Sale Pepe, the experience goes beyond just food; it’s about the joy of direct interaction between the chef and customers, creating a warm and personal atmosphere where every pizza is made right before your eyes. This approach not only enhances the dining experience but also reflects the transparency and craftsmanship behind each carefully prepared dish.

Founded in 2023, Sale Pepe was born out of a desire to introduce a distinct pizza concept to Istanbul’s dynamic food scene. Tokyo-style pizzas, known for their delicate balance of crispiness and softness, are at the core of the menu, offering a fresh and unexpected take on traditional pizza. The pizzeria’s small size is an intentional choice, fostering a sense of closeness and interaction that makes every visit feel special. Customers can witness the entire process, from dough stretching to final toppings, enhancing their appreciation for the art of pizza-making.

Our role in this project extended beyond just naming the brand; we were responsible for shaping its identity and strategy, defining a cohesive brand world, designing a memorable mascot, and developing custom illustrations. Additionally, we crafted printed materials that align seamlessly with the brand’s aesthetic, ensuring that every visual element contributes to a unified storytelling experience.

Given the cozy nature of the space and its close connection to the customers, we sought a mascot that would resonate with the environment. A cat, known for its charm and playful independence, became the natural choice. Istanbul itself is famous for its street cats, making this decision feel both authentic and locally relevant. The cat mascot embodies the warmth, curiosity, and inviting spirit of Sale Pepe, subtly reinforcing the brand’s approachable and friendly personality.

In designing the logo, we drew inspiration from traditional Italian pizzerias while infusing a bold, modern twist. The typography is classic yet distinctive, balancing familiarity with a touch of individuality. To further define the brand’s identity, we embraced a single-color palette, allowing for instant recognition and differentiation within the market. This deliberate limitation encouraged creative problem-solving, leading to visually striking solutions for both printed and digital communications. The carefully curated design language, with its interplay of typography, color, and illustrations, extends across every touchpoint, ensuring consistency and a strong, memorable presence.

Through this meticulous attention to detail, Sale Pepe emerges not just as a pizzeria but as a thoughtfully curated experience—one that brings together Tokyo-style pizza, interactive dining, and a visually rich brand identity in the heart of Istanbul.