Gieno Pizzeria

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Gieno Pizzeria

Branding | Strategic Brand Construction

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Gieno Pizzeria's purpose is bringing families together around the table to taste authentic pizza. With Italian spirit, the pizzeria provides charming and welcoming moments so each occasion becomes special for each of its customers.

Challenge: The previously name used by the owners, Babbo Giovanni, belonged to the franchise chain which the pizzeria was part of. In 2019, the time had come to have their own brand and detach themselves from the franchise.

Solution: The brand building project was fundamental to understand the essence of the business without the influence of the franchise, as well as to identify the characteristics that make the brand unique and true. As a result, we created a new name aligned with the purpose and identity of the brand along with a more authentic and coherent visual identity.

Step 1

Brand Diagnosis

This immersion stage consisted of three pillars:

Internal analysis: we interviewed the owners, the managerand conducted focus groups with the employees and leaders of each team;

Consumer analysis: we did in-depth interviews with some of the house's most frequent customers along with an online questionnaire.

Competitor analysis: carried out through online research, evaluating positioning, communication discourse and visual identity.

After collecting all the information, we were able to understand the context in which the brand was inserted and therefore guide the owners in the decision-making process regarding the direction of their business, evaluating issues not only related to the brand and communication but also to customer service and the architecture of the restaurant.

Step 2
Brand Strategy

This step is the moment of defining the strategic pillars of the brand. After understanding the scenario in which they were inserted, mainly through the information collected about consumers, the owners began to have more clarity about the image they wanted to create for the brand. However, some key points of the strategy were still confusing, so we did more dynamics to help them define the value proposition, personality and brand positioning.

After carrying out these activities and leading the owners to this path of reflection and brand self-awareness, we were capable to recognize the true identity of the brand as being mainly family, Italian, and premium; and yet welcoming, charming, authentic, versatile and committed.

Step 3

Brand Expression

With the definition of an aligned and coherent brand strategy, the process of building the touchpoints was natural and fluid, since it was a mere consequence of what the brand aspired to be. The elements of expression make this brand identity and personality tangible.

Naming: In this process we generated names alternatives together with the staff and the pizzeria's customers. Spelling, pronunciation, sound, concept were analysed. After that we checked website domain, feasibility of trademark registration and public perception.

Visual Identity: The visual identity was built to represent an “Italy without stereotypes”. Warm colors reinforce the coziness and joy of the family, while the illustrations represent the charming and welcoming moments shared with those you love. The brand signatures with an exclusively designed typography, make the visual identity unique and full of personality. The stamp version reinforces the premium and authentic image of the brand.