Close to 200 restaurants nationwide, thousands of boxes and plates won’t change immediately, but this process begins today. We are creating a system that derives elements from the past, but in a new formula. Multi-layered and open to local cultural contexts.

We have re stylized the logo and the guiding graphic theme, corrected the brand colors, created a new typographic order and added something on top: a system of illustrations, the main vehicle of which are going to be the stickers.

Originally DaGrasso, it means “At Fatty’s.” So the new logo flows like sauce poured from the heart. Garlicky, because the logo is in Garlic White. The famous checkered pattern doesn’t disappear from the boxes or identification. However, it loses the character of the tablecloth, and gains associations with pixels and checkerboard. It pulls away from the table toward playfulness.

The colors draw from the ingredients and become, above all, natural and appetizing. You’ll find tomatoes, basil leaves or berry shake, but never neon green (sic!).

The visual identity is complemented by a sticker system, which in time will become a platform for local artists. In the first edition, which, due to the brand’s origins, is most closely associated with Lodz, the artist invited to collaborate is Bartek ILLCAT™ Bojarczuk.

The brand slogan as well as the entire narrative will also change. Goodbye mobster vibes, hello freedom. Freedom to pineapple pizza and away from the usual schemes. “All Good!” is a greeting, a concern, an assurance and an invitation.