Nicky's pizza is a new pizza startup brand in HoReCa, that includes a few pizzerias and fast delivery in Moscow, Russia. The rhythm of our metropolis dictates its own rules, and there is always no time for a full meal at a restaurant table. But you need to eat tasty food. Nicky's Pizza is a complete take-and-run lunch. The main simple brand idea is the bento-lunch-constructor that allows you to create your own delicious and healthy lunch from any ingredients devilishly fast.
The client requested to create a new pizza brand positioning, logo, identity system and guidebook.
It was an interesting project in terms of the existing experience, both for me and for the client. First, we used the traditional style, in which the client felt comfortable, to create the brand identity. But soon the client realized that this style would not match with the target audience, so I proposed a radically different concept based on one simple idea. Thus, the client gave me complete freedom in creativity. As a result, I designed the logo, font pair combinations, colour palettes, key visuals and basic grids. The style is modern and top-notch. The typeface remarkably combines Art Deco motifs with French street typography and early 20th-century American signage. Nicky’s pizza's colour palette is autumnal with warm colours as well as contrasts.
Finally, we get a product that meets the needs of modern youth and middle-aged people. The design identity system feels responsive and user-friendly. The client was very happy with the final design of the brand identity. We are going to continue to work on new posters, advertising and digital in this beautiful story.
