Maximo’s Pizzeria is a hidden pizza place located in San Pedro Garza García, Mx, which cooks everything but traditional pizza. We developed the full concept based around a story about an Italian boy who got Maximo's Pizzeria as a heritage from his very traditional uncle. This boy wants to go against the system, turning Maximo's Pizzeria into a radical pizza revolution. Some of its nonconformist pizza flavors include boneless buffalo, s’mores, chilaquiles, as well as many other un-traditional flavors. Our branding proposal takes punk and anarchist movements as well as guerrilla as inspiration, inviting anyone who eats Maximo's pizza to this movement.