DaGrasso: All Good!
DaGrasso with close to 200 restaurants in 140 towns nationwide is one of a biggest pizza chains in that part of Europe. After 25 years of growth the company decided to start rebranding process. We are creating a system that derives elements from the past, but in a new formula. Multi-layered and open to local cultural contexts.
Year
2024
Scope
Customer path research, branding strategy, visual identification, verbal identification, motion design, illustrations.
Originally DaGrasso means "At Fatty's." So the new logo flows like sauce poured from the heart.
The famous checkered pattern doesn't disappear from the boxes or identification. However, it loses the character of the tablecloth, and gains associations with pixels and checkerboard. It pulls away from the table toward playfulness.
The colors draw from the ingredients and become, above all, natural and appetizing. You'll find tomatoes, basil leaves or berry shake.
The visual identity is complemented by a sticker system, which in time will become a platform for local artists. In the first edition, which, due to the brand's origins, is most closely associated with Lodz, the artist invited to collaborate is Bartek ILLCAT™ Bojarczuk.
The brand slogan as well as the entire narrative will also change. Goodbye mobster vibes, hello freedom. Freedom to pineapple pizza and away from the usual schemes. "All Good!" is a greeting, a concern, an assurance and an invitation.
Creative Direction:
Łukasz Słotwiński
Adrian Spóz
Design Team:
Bartek Bojarczuk
Maria Demianiuk
Jarosław Dziubek
Adrian Spóz
Copywriting:
Łukasz Słotwiński
Research:
Masza Zabrocka
Project management:
Jędrzej Mikucki
DaGrasso: All Good!
Year
2024
Scope
Customer path research, branding strategy, visual identification, verbal identification, motion design, illustrations.
DaGrasso with close to 200 restaurants in 140 towns nationwide is one of a biggest pizza chains in that part of Europe. After 25 years of growth the company decided to start rebranding process. We are creating a system that derives elements from the past, but in a new formula. Multi-layered and open to local cultural contexts.
Originally DaGrasso means "At Fatty's." So the new logo flows like sauce poured from the heart.
The famous checkered pattern doesn't disappear from the boxes or identification. However, it loses the character of the tablecloth, and gains associations with pixels and checkerboard. It pulls away from the table toward playfulness.
The colors draw from the ingredients and become, above all, natural and appetizing. You'll find tomatoes, basil leaves or berry shake.
The visual identity is complemented by a sticker system, which in time will become a platform for local artists. In the first edition, which, due to the brand's origins, is most closely associated with Lodz, the artist invited to collaborate is Bartek ILLCAT™ Bojarczuk.
The brand slogan as well as the entire narrative will also change. Goodbye mobster vibes, hello freedom. Freedom to pineapple pizza and away from the usual schemes. "All Good!" is a greeting, a concern, an assurance and an invitation.
Creative Direction:
Łukasz Słotwiński
Adrian Spóz
Design Team:
Bartek Bojarczuk
Maria Demianiuk
Jarosław Dziubek
Adrian Spóz
Copywriting:
Łukasz Słotwiński
Research:
Masza Zabrocka
Project management:
Jędrzej Mikucki