San Marco Pizzeria
Branding the best pizza in Adelaide, South Australia
The Challenge
San Marco Pizzeria, a beloved family-owned restaurant, needed a refreshed brand identity. While the pizzeria had a strong reputation for providing premium quality food and service, the existing brand felt outdated and did not fully reflect the modern, vibrant atmosphere they wanted to convey. They needed a design that would update their visual presence while staying true to the core family values that made their business successful.
I developed a modern, cohesive brand identity that captured the essence of San Marco Pizzeria’s legacy of excellence while appealing to a contemporary audience. The design incorporated elements that reflected both the warmth of family tradition and the pizzeria’s commitment to high-quality ingredients and service. Through thoughtful typography, color palette, and logo design, I created a visual identity that effectively blended their rich history with a fresh, inviting look for the future.
The
Solution
Original logo
The original logo’s complexity made it difficult for the mark to stand out as unique and memorable. Issues with typography kerning and the drop shadow hindered its legibility and readability, especially at smaller sizes. While the overall badge composition was functional, it required refinement and simplification to enhance its visual impact and ensure greater versatility.
Brainstorming
One key element to retain was the lion, as it symbolizes balance and strength—traits that align with the brand’s values of quality and courage. The lion would serve as a central visual element, representing both the power of the flavors and the brand’s bold, confident personality.
New Logo
The refreshed logo maintains the original badge layout, but has been simplified to improve legibility and create a more distinct and memorable mark. By emphasizing larger typography within the badge, we ensured clarity across various sizes, enhancing the overall functionality of the logo.
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The lion mark was refined into a sleek, iconic representation that encapsulates several layers of meaning. Its mane subtly evokes both slices of pizza, which are central to San Marco’s offerings, and the ship’s helm, symbolizing guidance and the brand’s commitment to steering customers through an exceptional culinary experience.
