Popolo is a pizza place and bar in the center of Tbilisi, Georgia. After the two partners decided to split in late 2023, this venue underwent a renaming and it required a brand new image to start its new lifecycle.
Located in the courtyard of the multifunctional arty center of Fabrika, other than attracting a lot of tourist and passersby, POPOLO is one of the most popular gathering spots for both locals and foreigners, who come together to enjoy delicious Italian pizza or have a homemade snack while sipping on a wide selection of local craft beers, natural wine and drinks. Consistent with the new name, which means “people” in Italian, the brand identity aims to subtly evoke the iconic Italian design of the 1950s that epitomised the “bellavita”, a life that meant to be shared with friends and beloved ones. With this rationale as driver for the project, the identity revolves around a custom-produced logotype whose circles resemble pizzas while the sharp edges recalls the knife useful to share the slices. As a result, these features helped to create a distinctive logo starting from its shape. The logo has then been complemented by two all-caps typefaces – one for English and one for Georgian – used for the menu, pizza boxes and all major collateral materials.
In order to enhance the easy going and fun atmosphere of this pizza bar, plain circles and geometric grids are superimposed over the three branded colours – solid mustard, selva green, deep red – and that complete this timeless design.
- Agency/Creative: Jacopo Saleri
- Article Title: Branding for Popolo Pizza Tbilisi
- Organisation/Entity: Freelance
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Georgia
- Agency/Creative City: Tbilisi
- Market Region: Europe
- Project Deliverables: Brand Guidelines, Brand Identity, Branding, Logo Design
- Industry: Hospitality
- Keywords: Popolo Tbilisi Pizza Branding
Designer: Jacopo Saleri