Pizza Artigianale, a Saudi Arabian pizzeria concept, offers the best pizza with top ingredients within a high-end space and a unique experience. This is where the customer gets to enjoy a phenomenal and artisanal pizza coming right out of the oven. Aiming at a unique experience revolving around the centrally-placed oven, they commissioned Blue Hat to a branding strategy that translates their business goals and aims into a seamless experience through different touchpoints.

Our team kickstarted the project with a deep listening session to derive insights from the client about Pizza Artigianale and understand its unique selling points, followed by a thorough branding workshop which consisted of an exercise to understand the brand personality, core values and design characteristics.

In the process, we concluded that Pizza Artigianale is clearly the lover personality as it is all about building a connection with its customers as well as the deep love and passion for pizza. We decided that the branding solutions need to revolve around the pizza bar experience as well as the phenomenal taste of the pizza going from the oven directly to the customer’s plate.

The emblem/icon itself is a minimal or simplified illustration of the central oven. The typeface underneath is elegant and modern to reflect the feel of Pizza Artigianale. The color palette is luxurious and sophisticated, balancing between a lavish copper and a dark royal green. We introduced a hint of champagne red and charcoal gray to hint at the pizza making process and fresh ingredients.