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.