Can Pizza

The graphic solution had to be as dynamic and authentic as the pizza itself. We were inspired by the elasticity and transformation of the dough and mozzarella, the fundamental elements of this iconic dish, and we took them to the heart of the identity: the typography. We created an elastic and flexible typographic concept that breathes and moves like the pizza itself, forming puns and messages that are as delicious as the recipes themselves.

The colour red, in homage to the tomato, one of the pillars of Neapolitan pizza, dominates the visual identity, bringing energy and consistency. Through this lively typography, we build a graphic universe that is as expressive as the personality of CAN PIZZA.

Phrases such as ‘Quien apizza no es traidor’, ‘Alcapone & Alcaparra’, or "Io Aglio Italiano ’ decorate the walls of the premises, the pizza boxes, the tablecloths and even the merchandising, creating a language of its own that connects with customers on an emotional and fun level.

The design is not just visual; it is experiential. The giant words that preside over the entrances of the establishments not only announce the brand, but also convey its philosophy: ‘Respect the pizza’. This flexible and vibrant identity adapts to each space, from the cosy pizzerias in Molins de Rei or Vilanova i la Geltrú to the largest establishments in Barcelona and Ibiza.

The success of the project lies in how we managed to turn the simplest and most essential elements of pizza into the visual soul of the brand, making CAN PIZZA recognisable and memorable, with a personality that challenges and celebrates in equal measure.

Here, pizza is not just food: it is an attitude, a way of doing, a way of being, a hooligan, rogue and carefree way of consuming a product that is well prepared by its school of pizzaiolos.