Hello! Below you will find the full breakdown of the work I did for the concept: Fueco Pizzeria. Disclaimer: This is not a paid client project. Some areas may be underdeveloped or need more work. Thank you for taking a look!
The Challenge
To create a recognizable brand that brings the heat. Designing packaging, menus, and marketing materials that reinforce the handcrafted, wood-fired experience. Establishing a strong digital presence, including social media visuals and a logo that feel cohesive and high-end.
Logo Design
Using retro typography, the shape of a classic pizza oven, and flame inspiration, I created this logo family for this concept to make its mark.
The brand needed a capstone for thumbnails. By combining the fiery red that the brand uses to attract attention, set against a light tan for the main typography, it's subtle but warm.
This image features the logo variations Fueco could use for everything from packaging to social media. These designs unite to create a comprehensive logo family.
Color Palette
Fueco’s colors capture the heat and intensity of wood-fired pizza. Fiery Red and Ember evoke flames and passion, while Charcoal adds depth and smokiness. Ivory provides balance, ensuring clarity and sophistication. This palette reinforces Fueco’s bold, high-energy identity at every touchpoint.
In a stroke of creativity, matches were chosen to illustrate the brand's chosen color system. The flames are energetic and connect to the ethos of fire-baked pizza.
Menu & Wine Packaging
For this section, I wanted to really give the viewer a look into what it would be like to sit and sip a glass of wine at this cozy, Italian pizzeria. I used Photoshop to add in the menu design I created for the brand and added a subtle grain to give it an "old world" quality. This style can be reused for all the brand imagery.
In this image you will find a table setting that gives the brand a warm and homey feel. This was intentional. Adding the menu and wine list brought the idea together. This is what it would be enjoying your time at Fueco.
In this mock-up two wine bottles dance together on a deep red background. For the label design, I kept it simple using the dark background and linework to create a striking contrast.
Social Media
Fueco’s social media design embraces high-contrast visuals, bold typography, and dynamic layouts to capture attention instantly. The mix of mouthwatering food photography, strong brand elements, and vibrant red accents ensures a cohesive, scroll-stopping presence. Every post reinforces Fueco’s fiery, fast-paced energy, making the brand impossible to ignore.
Alternating panels combine to provide a trendy look into the many working parts of a pizzeria. Elements of typography, custom patterns, product and lifestyle photography, and more give an energetic and cohesive vibe to their social media.
In this picture, Instagram post mock-ups illustrate snapshots of product photography, logo design, packaging design, and lifestyle imagery.
Basic Website/Application Design
Although I didn't expand on this section of the project as much as I would have liked, I used a laptop outline to throw together a quick look at what the brand's website or pizza order app could look like. Emphasis on simple line art that adds structure without distracting from the main message: DELICIOUS PIZZA!
I sourced some mouthwatering product photography for this section, and I think it brought the heat. Product photography is a must for any food/beverage branding.
