Uncle
UNCLE Pizza e Panini is a new pizzeria bringing an authentic yet fresh and alternative Italian dining experience to Main Beach. The brand must be fun, classic Italian, minimalistic, and stand out with a bold identity that makes a strong first impression.The goal is to establish UNCLE Pizza e Panini as a franchise across Australia, creating a recognisable and beloved brand nationwide.
Date
March 2025
Role
Creative Direction - Illustration
Framework
Our target audience includes local retirees looking for an evening bite, beachgoers craving fresh Italian flavors, and construction workers fueling up with panini during the day—while also reaching locals, tourists, and late-night diners through Uber Eats delivery. Below are my three concept proposals, each offering a distinct approach to bringing UNCLE Pizza e Panini’s bold identity to life while staying true to its authentic yet fresh and alternative Italian essence.
1. Bold typography
This concept uses bold, impactful typography for a strong, recognizable identity. A heavy-weight logo font pairs with a simpler typeface for dynamic compositions, while type-driven packaging creates a bold visual impact.
Inspired by vintage café signage, retro trattorias, modern design, and ocean waves, it blends clean yet expressive letterforms to convey authenticity, confidence, and approachability. The brand voice is confident, cheeky, and welcoming.
2. Classic italian
This concept fully embraces the unapologetic charm of classic Italian culture—the noise, the mess, the boldness. It thrives on the confidence, humor, and expressive nature of Italians, the kind that makes even a simple “Ma che vuoi?” feel like poetry. The illustrations are hand-drawn but intentional—imperfect in a way that feels authentic, capturing the spirit of old-school trattorias, vintage culture, and iconic Italian moments. Typography balances tradition and modernity, like a perfectly tossed pizza dough. The result? A brand that doesn’t just look Italian, but feels Italian—loud, confident, and impossible to ignore.
2. The character
He is the go-to guy—the one you call when you’re in trouble (or just hungry). Uncle brings personality, warmth, and instant recognition to the brand. Rooted in Italian tradition but tied to the laid-back Aussie lifestyle, Uncle embodies the spirit of the local culture—welcoming, dependable, and effortlessly cool. He’s the familiar face you trust for a fresh, hot pizza and a good story. He’s a mix of old-school tradition and Australian cool, making the brand approachable, fun, and full of life. With bold, playful illustrations and witty copy, this concept creates a strong emotional connection with customers. Uncle isn’t just serving pizza; he’s bringing a whole vibe—reliable, fast, and always up for a good time.
Key visual
Picture this: a mustachioed Italian chef, rocking sunnies, cruising on a skateboard, and delivering pizza with effortless style. He’s a mix of old-school tradition and Aussie cool, making the brand approachable, fun, and full of life.
