identity, print, web

Pizza Matta

“Salad cancels out pizza. It’s science,” Pizza Matta boldly proclaims. This new Chicago restaurant is the latest project from the Giant and Chef’s Special team. Their concept is simple — delicious pizzas and huge salads. The restaurant’s identity is more complex. Matta means crazy in Italian, and we took the name literally. “What if instead of a single logo, there were a hundred logos,” we thought. “Wouldn’t that be crazy?” Simple geometric shapes, a legible monospaced typeface, and a five-color palette unify the identity comprised of dozens of unique logos. Designing the packaging, print materials, social media graphics and website with endless possibilities and configurations was an absolute delight. Many logos cancel out one logo. It’s science.

Pizza Matta

Photos by Jaclyn Rivas

Custom-printed masking tape is used to label each pizza box. And we also designed some alternate packaging options.

A series of postcards.

Social media posts announcing the opening of Pizza Matta.

Business card designs with a variety of logo compositions on the card back.

Stickers are used to label the very huge salads.

A selection of badges and headings used on the website which we created with WordPress and a custom theme.

Paper bags are labeled with a one-color rubber stamp.

Tote bag with the exploding letter design.

A series of posters to spread the word about the opening.

Sweatshirt designs for Pizza Matta’s biggest fans.