Marketing

Bellissimo Pizza rebrands with a smile

Photo: Bellissimo Pizza

October 22, 2024

Uzbekistan-based Bellissimo Pizza had refreshed its brand identity. Branding agency Suprematika designed the visual concept around the simple idea that "Pizza is always a reason to smile," according to a press release.

"When we launched Bellissimo Pizza in 2015, our goal was simple — to bring people attainable enjoyment," Farrukh Abdullaev, CEO and founder of Bellissimo Pizza, said in the release. "Today, we understand that joy is not just about pizza, but also the atmosphere, emotions and moments people share together. The rebranding is not just about visual changes. It's our opportunity to strengthen relationships with customers, increase their loyalty, and make Bellissimo Pizza a place they want to return to again and again."

The new identity is based on the idea that when people eat pizza, they always smile. So, pizza becomes a literal reason to smile. This led to a graphically simple solution: large one liners shaped as a "smile."

"Bellissimo Pizza is a well-known and successful pizza chain in Uzbekistan," Irina Sakharova, art director at Suprematika, said in the release. "Our task was to add emotion to an already established brand. That's how the smile was born — graphically, illustratively and typographically. This simple idea was embodied in recognizable and friendly curved headlines, arched red plates, signature pictograms and stamps, as well as modern, optimistic illustrations. The brand image was completed with a vibrant color palette that is both appetizing and emotional."

The Bellissimo Pizza rebranding case "Reason to Smile" has already won significant awards at two prestigious international festivals.