The challenge

Italian baker, Valentina Corrao, wanted a brand identity for her business making authentic handmade calzone – oven-baked folded pizzas made with leavened dough that have a pasty-like appearance. An authentic looking Italian identity was required for the brand, which would initially be used on delivery bags and calling cards.

The solution

Script typography was inspired by the type of lettering found on Italian products such as coffee machines. The letter ‘R’ underscores the lettering with a smile to communicate friendliness. The logotype can be stand-alone or sit within a lozenge, shaped like a calzone. The supporting font was chosen for its ‘puffed’ appearance. A traditional, Italian style tablecloth provides another element that can be used on business cards, leaflets, etc.