Monda’s Fast Pizza is a New York concept store exclusively dedicated to Italy’s most famous dish. The conjugation between the typical flavors of the Bel Paese and the “fast food” type format wants to merge the values of the New York lifestyle with the typical gastronomic style of Italy, offering the market a brand that adapts to the new generations without excluding the most curious.
The brand strategy distances the characterizing stereotypes of typical pizzerias on the market through the use of breaking elements.
The construction of a distinctive, rule-free visual identity offers a rebellious yet carefree, simple and straightforward cultural vision, like eating a piece of pizza on the way home.
The iconographic elements and illustrations on the packaging and throughout the brand’s communication line, bring the world of pizza back to the concept of “food for all,” characterizing the visual identity with artistic-cultural aspects related to the worlds of pop-culture and street art.
Typography fits the “container” and is the most flexible element of the entire visual identity, rejecting one of the canonical rules of typographic usage. Similarly, the three illustrations on the pizza packaging are imperfect and full of smudges, enhancing the quickness and lightheartedness, distinctive elements of the brand.
Precise and clean are the lines of the pop icons, which are more suitable for large-scale use even of display type, allowing for a communicative composition in the context of motion graphics and precision printing.
Six flavors, six icons, six different ways of eating pizza.
The limited offer of Monda’s Fast Pizza is articulated on a precise and decisive vision of the world of gastronomy, which is increasingly attentive to food waste.
The limited daily production and careful selection of products allows the store to organize production processes, exhausting the production lines by the end of the working day.