Pizza Restaurant Brand Identity
Client: Carmen’s
Service: Brand Identity
The identity for Carmen’s Pizza in Cambridge started with a very personal story. The owner came to us with a clear vision for the restaurant, inspired by his Spanish grandmother, Carmen, who taught him how to cook and, more importantly, the value of food and eating together.
That story became the starting point for the brand. We wanted the identity to feel warm, familiar and a little nostalgic, drawing on the feeling of Mediterranean family meals, handwritten recipes, long evenings around the table and food being shared.
We created a fully custom hand-drawn logo that feels as though it could have been written by a friend or family member. It captures the feeling of something personal and passed down through generations. The loose, spontaneous quality of the logo then became the basis for the illustration style across the brand.
To balance the hand-drawn elements, we paired them with a clean monospaced typeface, giving the identity a more contemporary feel.
The colour palette takes inspiration from the earthy, faded and sunny tones of the Mediterranean. The overall result is nostalgic, personal yet modern. A brand built around food, family and bringing people together.
