Context

This is Hasta la Pizza Baby, a Neapolitan-style pizzeria located in Medellín. Originally launched as a more casual concept in the Provenza neighborhood, the project was put on hold after the pandemic.

 

In 2024, the time to reopen finally arrived. This time, the project took off in a prominent commercial and financial district of the city. For this reason, the team at The Hacienda reached out to us, as the change in location required a shift in focus—one that was more sophisticated and in line with the new audience.

 

Challenge

The main challenge was to refine the restaurant’s experience and image to align with a more upscale audience and location, without losing the emotional and lighthearted essence that defines Hasta la Pizza Baby.

 

Solution

The new brand identity celebrates “lost loves” and modern romances, as well as the intensity of goodbyes that, far from being final, promise another encounter. This concept is brought to life with the phrase “Goodbyes that taste great”, inviting diners to savor memorable moments with the promise of returning.

 

Visually, the brand’s centerpiece is a custom variable typeface designed specifically for this project. Inspired by Italian shop signs, Depero’s futurism, and the expansion of dough, this typeface was aptly named MASSA.

 

Finally, we created a character named Mr. Baby, whose playful and carefree personality brings the ironic tone we wanted to evoke, strengthening the emotional connection with the project’s narrative.

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Credits:

Brand voice & strategy: María Vélez

Design Team: Laura Arango, Agustin Hoyos, Tomás Saldarriaga, Mateo Ríos

Ops: Juliana Vélez, Carlos Restrepo

Photography: Camilo Muñoz

Interior Design: Mesa Studio