Challenge

The Pizzeria is located in the city of Tetovo ( North Macedonia), all renowned for their distinct styles of pizza. From traditional Napolitan to inventive variations, their establishments prioritize delivering exceptional service, top-tier quality, spotless cleanliness, and a welcoming atmosphere. Situated conveniently near faculties, their spots attract a diverse clientele, with students being the primary patrons, along with youths, families, and the working class. Trust and loyalty are fundamental values here, evident in every dish they serve. Our task was to create a unique brand that invokes Napolitan culture and brings it to their clientele.

Solution

It’s fascinating to see how cul- tural icons like Totò can inspire and contribute to the identity of various products, in this case, Napolitan pizzas. The connection between Totò, the renowned Napolitan ac- tor, and the art of cooking, particu- larly the craft of making Napolitan pizzas, is a creative and meaningful way to celebrate the rich cultural heritage of Naples.

Using Totò’s typical Italian name in the Napolitan dialect adds an au- thentic touch, reinforcing the con- nection to the birthplace of pizza. The choice of Totò’s iconic portrait as inspiration for the product’s vi- sual identity is a clever and visually striking approach. It not only pays homage to the actor’s artistic talent but also serves as a bridge between his legacy and the culinary artistry of Neapolitan pizza.

The combination of Totò’s ar- tistic legacy and the cultural rich- ness of Naples creates a unique and essential connection between the person (Totò) and the product (Ne- apolitan pizza). This connection can enhance the overall experience for consumers, making them feel a deeper appreciation for the cultural roots of the pizza they are enjoying.