The Pezzo brand extension and wordmark have been developed with 50’s Rome as the inspiration along with the merging of Italian and Melbourne cultures. The word Pezzo means ‘piece’ in Italian and is Melbourne’s piece of Italy in a 48 hour fermented dough and is a celebration of this delicious new food offer to Australia. The patterns and collages have all been created from and pay homage to the materials, textures, terrazzo and tiling ‘pieces’ found in Rome. The photography collage was born from the shape of the Pezzo and is an interpretation or depiction of people’s heads filling with ingredients. Same goes with the custom created packaging that has you take a bite out of the characters head! The characters are intentional kitsch, silly and play on the cheesiness of the 1950s.
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