© 2023
logo | corporate magazine | menu | promotional landing page | flyer | promotional card | motion graphics post social | pizza box | clothing
Keeping the concept of mother, but moving the noun "mass", understood as a mixture, into an adjective that acquires the meaning of great, we get the concept of Great Mother, interpretable as Queen, Queen Mother.
From this assumption we have created a pictogram that, from the union of the two M of Massa Madre, is concretized in a crown/ monogram.
We began the graphic design of the pictogram by examining different concepts, such as:
• the concept of softness inherent in the dough, which led us to round all the pointed parts of the logo, while expressing prestige,
the concept of a crown, and the familiarity expressed by rounded shapes.
• The concept of movement, inherent to the kneading of dough, is then expressed through the circularity of the monogram.
• The concept of respect for the natural world and for raw materials, combined with the human ability to process and transform them-—a faculty inherent to human intelligence-—led us to consider a particular symbol known as the “Third Paradise,” a concept coined by the renowned contemporary artist Michelangelo Pistoletto, a leading figure of the artistic movement known as Arte Povera.
The typeface chosen to dialogue with the pictogram is a graphic elaboration of a modern script, with vaguely Art Deco and decorative connotations, echoing the movement and three-dimensionality of the logo
The color choice was guided by a palette inspired by the natural world, particularly shades of yellow and orange. These colors represent energy, light, warmth, and raw materials.
In the graphic design of the pictogram, several concepts were taken into consideration, including the idea of softness inherent in the dough, the concept of movement characteristic of the kneading process, and the principle of respect for the natural world and raw materials.
The corporate magazine of Massa Madre has been established and aims to create a relationship of trust and dialogue between customers by publishing regularly.
In addition, a further aim was to stimulate the engagement of the public by inviting them to interact with the company also through different channels, such as the website and social media.
The menu is an essential tool for a pizzeria, which must guide in the choice and at the same time promote excellence of products.
For Massa Madre we have created a menu easy to consult, of great visual impact and in line with the new coordinated image.
A promotional landing page has been created with the aim of attracting visitors' attention and inviting them to perform a desired action:
request a promotional code by filling in a form.
The landing page layout has been designed to be simple, clean and consistent with the brand image.
Colors, fonts and images were used that capture the attention and convey confidence and professionalism
In creating the flyers for the inauguration of the Massa Madre venue, we chose to exploit the evocative and symbolic power of some typical elements of video games, such as pixels, and evocations of films from the eighties with the aim of conveying a funny and ironic message in order to capture the attention of a nostalgic or fascinated audience.
In the creation of the promotional card, the image of a musical tape of the eighties was used for its evocative value as an image that recalls nostalgia, the creativity and passion for music of those years, thus transmitting a positive and professional message that is linked to the values of quality, reliability and innovation of the brand.
Motion graphics videos were created in order to create dynamic and engaging content for social channels, aimed at attracting the attention of users, while enhancing the brand.
The choice of a communication linked to the world of video games of the eighties remains in line with the desire to attract the attention and nostalgia of those who lived that era,
or those who are fascinated by it for cultural or aesthetic reasons.
In the layout of the pizza box, black was selected as the basic color to create a strong contrast with the colors of the logo, which has been used as the main graphic element, positioning it in the center and creating movement effects using the curved lines of the logo to make the pizza box more dynamic and inviting.
We have made the customization of the work clothing for the staff of Massa Madre: Once the material of the uniform was selected, suitable for the temperature of the oven, it was decided to use the black color as a basis on which to bring out the Massa Madre logo both in the printed and embroidered versions.
