The Challenge

Pizza chef Riccardo Moretti produces quality handmade pizzas using his personal award-winning recipe. He approached branding design agency, Percept for this project that included brand naming and packaging design.

Previously in the wholesale market as RDM Pizza Australia (RDM), the business has grown significantly in the last few years and it was time to bring the pizzas into the grocery market for everyday consumers to enjoy.

For Riccardo, every pizza is a personal guarantee to his customers and this was important to capture in this branding design project with everything from brand naming to packaging design.

The Solution

Following a workshop with the RDM team, branding design agency, Percept, recommended more consumer-friendly brand naming, ‘Riccardo The Pizza Artisan‘ for this new grocery brand. This is a perfect combination that injects both a personal, human touch with the premium quality crafting of pizza as represented in the handwritten ‘signature’ logo design.

Percept approached the branding design with this concept in mind: that making a good premium pizza is an art form that takes skill, experience, quality ingredients and passion. All these elements find themselves visually represented in abstract forms that uses colour, shape, texture and form to create a deliciously artisan, hand-made look and feel for Riccardo’s company’s branding design.

A soft, natural palette was selected and paired with beautifully crafted typography to elevate the positioning of the branding – it’s not just your typical, mass-produced food product, but something that can be enjoyed, shared with, and loved by the whole family.

The brand naming and new branding design was rolled out to various collateral including packaging design for both the classic and gourmet ranges, information sheets, presentation folder and business cards along with further graphic design work demonstrating the flexibility of the branding design as it develops in the future.