The new identity is composed of simple graphic ingredients that provide a kit of parts for applications ranging from menus to environmental graphics.
The ‘UP’ is elevated and underlined, turning it into an ownable graphic device and adaptable language unit, which can be added to a wide variety of root words across the identity.
Pentagram also designed a comprehensive program of environmental graphics for the restaurant, which are located in a wide variety of areas and required a flexible system that can be adapted accordingly.
PizzaUP is an innovative fast-food offering from renowned South Korean food conglomerate, SPC Group, which combines fresh and authentically-Italian ingredients with fast-food convenience; creating highly customisable, artisanal pizzas in 90 seconds.
Pentagram has created the brand identity for PizzaUP; naming the concept-restaurant, and designing its visual identity, messaging system and packaging in a way that spotlights its unique food offering in a clean and contemporary way.
Working in collaboration with SPC leadership, the English-language name was chosen to position PizzaUP as an imported, therefore adventurous, cultural concept. As well as ‘UP’ being an acronym for ‘unique pizza’, it is a call to action, inspired by the imperative-driven lexicon of the fast-food world: ‘drink-up’, ‘pick-up’, ‘eat-up’.
Pentagram created a simple logo that pairs a bold wordmark with a series of horizontal lines – which denote speed. The ‘UP’ is elevated and underlined, turning it into an ownable graphic device and adaptable language unit, which can be added to a wide variety of root words across the identity. Along with the horizontal-lines, ‘UP’ has been applied across the identity, creating an ownable visual language that helps and reinforce the brand.
The new identity is composed of simple graphic ingredients that provide a kit of parts for applications ranging from menus to environmental graphics. Pentagram designed a series of icons depicting elements that are associated with both the preparation of meals and the customer-experience. They provide a sense of familiarity and intuitiveness to the new concept
Pentagram also designed a comprehensive programme of environmental graphics for the restaurant, which are located in a wide variety of areas and required a flexible system that can be adapted accordingly.
Client
SPC GroupSector
- Food & Drink
Discipline
- Brand Identity
- Signage & Environmental Graphics
- Packaging
