Briscola Pizza

I worked on Briscola Pizza Society  (2014-2019) during a key growth phase, shaping everything the customer could see, touch, and experience. While the logo was already in place, I developed and supervised the entire visual ecosystem around it. I translated the brand into interiors, website(s), applications, printed materials, packaging, and digital communication. I followed the construction site of the Via Piero della Francesca location, ensuring the brand language moved seamlessly from concept to physical space. I art directed and executed shootings, developed the digital communication strategy, handled social media execution, and managed the community. I designed placemats, napkins, and later custom wine and beer labels. I worked on every visible touchpoint, making sure the experience felt coherent, intentional, and scalable.

The core challenge was to take a product deeply rooted in Neapolitan tradition and reinterpret it within a more neutral, classic, and contemporary framework. The goal was not to emphasize a regional identity, but to connect pizza to the social ritual of the card game Briscola. I positioned the brand as a kind of modern confraternity, drawing inspiration from American club culture while maintaining Italian authenticity.

Visually, I chose a predominantly black and white direction with minimal red accents. This decision ensured that the spotlight remained on the product. The pizza became the hero. I also worked on presenting two different serving formats: the classic 30 cm pizza and a more unconventional option of two smaller 14 cm pizzas served on a horizontal tray. This shift subtly challenged how people perceived and consumed pizza, reinforcing the idea of sharing and conviviality.