#identitydesign

A strong brand identity is crucial in the competitive beauty industry. My most recent project captures a beauty brand's values and aesthetics, building trust and loyalty with a unique, elegant, and modern design.

Brand Identity for Happy Face Pizza by Pentagram

Happy Face Pizza is a new pizzeria offering all-day dining and takeaway in London’s King’s Cross. Happy Face Pizza is music-orientated. Its basement is home to the late-night, vermouth-led cocktail bar Supermax, which pays homage to Italian discotheques through a soundtrack of 1970s Europop and slow tempo funk.

Pentagram's identity has been designed to embody the idea that a single illustration, the ‘Happy Face,’ could convey the contentment felt after the enjoyment of a good meal. 

Signage and fixtures throughout the restaurant use a vivid colour palette of green and yellow to play on a 1970s pop theme. Light blocks suspended from the ceiling spell ‘pizza,’ a smiley mascot hangs over the door, and bright, retro speakers painted in the HFP theme play a mix of classic hits and old disco.

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