Inizio came to Sharpe Creative after seeing the work we had done for another Neapolitan pizza place. We love that! Though the industry is the same, and products are similar... no two brands are ever the same. Inizio had a basic brand identity when they came to us. A logo, a few graphic elements, and photos. What they didn't have was a full identity system and a storied way to deliver the visuals and unique nature of their restaurant.
Inizio had extensively studied true Neapolitan pizza. If they wouldn't do it in Italy, they don't do it at Inizio. This even reflects how they source key ingredients. The brand refresh captures blending the "old world technique" with a "new authentic experience." The previous logo was just a common font. We retained recognition but adjusted the logo to be custom and ownable, and we built some story into the logo and how the "I" element works and extends. Instead of typical pizza red, we gave Inizio a bold, flavorful palette inspired by fire and Naples, Italy. We also helped use their take on Pulcinella (a classic Italian character). Pulcinella is depicted as a young, mischievous lad with a dog that can be used in various brand storytelling ways. Both now and in the future.
