Pizzería Monalisa
30 years of history repositioned. From low-price pizzeria to reference Italian restaurant.
The starting point.
Pizzería Monalisa had been operating for 30 years. The problem: in a saturated market of Italian restaurants competing on price, Monalisa had lost its distinctive identity. Without a clear brand narrative and without a coherent visual system, it was just another pizzeria — when it could be the Italian reference in its area.
Goals
- Recover the brand's differentiated identity
- Reposition from low price to quality and authenticity
- Coherent visual system across all materials
- Brand narrative with 30 years of history as an asset
- Applications: menu, t-shirts, signage, communication
How we solved it.
Brand diagnosis
Analysis of current positioning, local and regional competition, and existing perception of Monalisa. The goal: identify what was unique about this 30-year-old pizzeria that no new one could replicate.
Brand territory & narrative
30 years of history are an asset — if you know how to tell the story. We defined the territory: Italian authenticity, local history, craftsmanship. Communication tone: warm, direct, with character.
Visual direction & moodboard
Before designing anything, we presented the visual direction for approval. Color palette, typographic references, the overall feeling that every communication piece should convey.
Complete system design
Redesigned logo in Illustrator, renewed color palette, typography selected for accessibility and character. Applied to restaurant menu, signage, t-shirts and digital communication.
Delivery & brand book
All final files in AI, SVG, PNG, PDF. Brand usage guide so the Monalisa team can correctly apply the identity on any material.
Real numbers.
Monalisa recovered its differentiated identity. The complete visual system — logo, menu, signage, t-shirts — conveys the Italian authenticity and local history that the brand always had but never knew how to communicate. Delivered in 3 weeks.
Complete visual system
Video content
Extra Natura
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