Case study · Al Taglio
Visual Identity Creation
A modular identity system that transforms the product concept into an instant visual signature, adaptable across all touchpoints without dilution.
DEVIL & DEMONS
- Complete logo (pictorial + text) with 3 variations (light version, monochrome version, simplified version)
- Graphic texture system extracted from pictorial logo, available in 4 color palettes
- Graphic guidelines with usage rules for print and digital media
- Custom loading icons for digital consistency
The insight
The product shape (the square pizza) had to become the brand shape: the square as a structuring principle, not as a graphic ornament.
Our deliberate choices
- Refusal of decorative illustration: the pictorial logo is a real pizza, not an abstract stylization
- No fixed guidelines: a system of textures adaptable by product range rather than a single color code
- Total client autonomy: variation tools provided upon delivery, no agency dependency for execution
The challenge
The problem
Pizzeria Al Taglio wanted to create a strong, flexible visual identity for their new business. They sought comprehensive support in this process, with all the necessary elements to deploy their visual identity autonomously.
- No pre-existing visual identity
- Square pizza concept little known
- Need for total deployment autonomy
- Risk of confusion with traditional pizzerias
Our response
We provided our expertise and support to Al Taglio throughout their launch process. For the visual identity, we created and developed a flexible graphic system that can be easily adapted to different platforms such as a website, Instagram page, and more. We also included custom loading icons to reinforce user experience consistency.
The complete Al Taglio logo combines a traditional pizza illustration with the brand name in text. The name "Al Taglio" references the restaurant concept, offering square pizzas made for sharing. The logo is available in different versions, including a light version for better integration and readability across all media. The square is a central element of our visual identity, representing our values of authenticity, tradition, conviviality and craftsmanship.
The texture, which is a zoom on the pictorial logo, offers graphic diversity through the pizza details. These textures can be used as backgrounds or decorative elements to reinforce the brand's visual identity. They are available in several versions, corresponding to different color palettes defined previously. Each version represents a specific product range, allowing visual consistency while offering customization possibilities.
This complete, flexible visual identity gives Al Taglio all the tools they need to deploy their brand across different platforms and effectively communicate their concept of square pizzas made for sharing.
- Two-part logo: pizza pictogram + wordmark
- Evolutionary texture drawn from central illustration
- Color variations by product range
- Light and dark versions for maximum flexibility
Strategic approach
We chose to make the product the graphic cornerstone, not to dress it up. The square pizza becomes pattern, texture, visual landmark. We rejected any sophistication that would have distanced the system from its everyday use by the team.
Structuring logo
The logo articulates two inseparable elements: the traditional pizza illustration (instant product recognition) and the Al Taglio wordmark (semantic anchoring of the sharing concept). This two-part structure guarantees clear reading in all formats and enables modular variations according to space constraints.
Defining square
The square is not ornamental: it embodies the product format, structures the visual space and becomes a recognizable signature. We treated it as an active container, capable of receiving textures, colors, patterns without losing its geometric strength. This recurrence creates a strong memory imprint.
Adaptable textures
Rather than an abstract pattern, we extracted the texture from the pizza illustration to generate evolving backgrounds. These textures are available in several color palettes, each associated with a product range. The system offers visual diversity and narrative consistency: each variation remains recognizable as Al Taglio.
Operational autonomy
The identity was designed for deployment without an agency. Light and dark versions, explicit usage rules, custom loading icons: every element of the system is designed to be handled by the internal team without risk of graphic drift. Flexibility serves autonomy, not improvisation.
How we worked
-
01
Semantic framing
Anchoring the Al Taglio concept (square cut, sharing) in every component of the identity.
-
02
Modular construction
Creating a flexible graphic system rather than an isolated logo: shape, texture, color as controlled variables.
-
03
Product variation
Aligning color palettes with product ranges for immediate offer readability.
-
04
Operational documentation
Delivering variation tools and usage rules for total client autonomy.
Results
Al Taglio has a complete visual language, operational from day one and deployable across all communication channels without external intervention. The graphic consistency translates the concept's uniqueness and enables instant brand recognition.