Pizza Central Logo Design
A pizza joint in the heart of Central, Hong Kong, needed a brand logo that captured their retro, cartoony personality and stood out in the bustling district.
Design Style
The brand embraces unabashed fun in a district dominated by upscale dining. We developed a retro aesthetic nodding to classic American pizza parlors while feeling contemporary. Green, red, and beige instantly evoke Italian pizza heritage—fresh basil, tomato sauce, and baked crust. The hand-drawn illustration of a square pizza holding a beer is quirky, memorable, and perfectly embodies Pizza Central's casual spirit. The deliberately loose, playful style with visible brush strokes feels authentic and handcrafted, creating a brand mascot that can be animated and posed in different scenarios.
Challenges
Central is Hong Kong's most competitive F&B district. Creating distinctive design that cuts through noise while remaining appropriate for casual pizza required personality without gimmick, fun without childishness, memorable without obnoxiousness. The hand-drawn illustration needed to work across applications—from street-visible storefront signage to small social media profiles. Balancing trendy retro aesthetics with timeless appeal ensured the design wouldn't feel dated quickly.
Final Deliverables
Hand-drawn pizza character illustration became the brand foundation, extended across merchandise including t-shirts and tote bags serving as both revenue generators and walking advertisements. Files optimized for print, digital, large-format signage, and merchandise, with guidelines for maintaining quality and consistency across touchpoints.
