Business Task
The task was to create a branding identity for DADDY’S PIZZA — a pizzeria in Kharkiv launched during the first months of the full-scale war, when the city desperately needed not only functioning businesses, but also emotional support, lightness, and reminders of normal life. The challenge was to build a brand with a strong Kharkiv character — bold, energetic, and deeply connected to the city — while also bringing optimism, humor, and hope for peaceful everyday moments. The brand needed to capture the emotions naturally associated with pizza: comfort, flavor, speed, ease, and shared joy. At the same time, the visual identity had to feel personal and relatable — like an honest conversation “between locals.”
Solution
We developed a dynamic and emotional visual identity inspired by urban culture, humor, and the unique spirit of Kharkiv. The core of the concept is built around three visual elements: a pizza cutter, the iconic Italian delivery scooter, and a map of central Kharkiv. The city map evolved into a graphic maze symbolically leading people toward pizza, comfort, and small moments of joy. The branding system actively uses graphic stickers, teaser phrases, and playful messaging that create a direct and personal dialogue with customers. The communication style feels intimate and familiar — like an inside conversation shared within the local community. We intentionally designed the identity to feel light, energetic, and optimistic so that even within the reality of wartime, the brand could communicate warmth, resilience, and the feeling that life continues. As a result, DADDY’S PIZZA received a bold urban identity with a true Kharkiv character — a brand about flavor, optimism, and the belief that good pizza really can lift your mood and give you strength to move forward. Kharkiv forever!
