Pubblico brought us a delicious challenge: to shape the identity of a casual Italian spot in the heart of Ho Chi Minh City. Their vision was clear—celebrate the joy of sharing food with friends, while standing out with a playful, modern personality that could connect instantly with a diverse, urban audience. The place isn’t just about pizza, it’s about the ritual of gathering, laughing, and enjoying food in a way that feels authentic, relaxed, and inclusive.

The logo was inspired directly by the word pubblico itself (Italian for public). The idea of people coming together is subtly represented by the “eyes” hidden within the letters, turning the name into a lively symbol of community, exchange, and belonging. The rounded, modern typeface feels generous and bold—just like the food: pizzas al taglio and focaccias, hearty, irresistible, and made for sharing.

For the visual identity, we explored a vibrant palette of complementary colors—pink, blue, burgundy, cream, and orange. These tones, paired with graphic elements like checkered stripes reminiscent of traditional Italian trattorias, created a system that feels both familiar and fresh, bridging nostalgia and modernity. Playful phrases were designed as stickers, easily applied to boxes, bags, menus, and even walls, reinforcing a young, energetic spirit that speaks directly to Gen Z culture.

Photography was just as important to the brand. Instead of stiff, staged images, we leaned into natural movement—the casual joy of taking a bite of pizza, the spontaneous laughter of sharing food, the real and unfiltered moments that define conviviality. The result is a brand identity that feels as warm, fun, and flavorful as the meals themselves, perfectly capturing the Italian way of life while resonating with the creative energy of Ho Chi Minh City.