The Challenge

The challenge of developing a mass-market pizza brand in the Colombian market is particularly complex, given that the competition is dominated by sliced bread and flour tortillas. We needed to forge a young and fresh visual identity that would seduce Colombian consumers and invite them to explore new culinary options, thus challenging traditional preferences and gaining a place in the market.

Type of Project​

New Brand





The Process

Through collaboration workshops and research, we delved into the essence and brand opportunity of Amassi. Working hand in hand with the internal team, we managed to organize and put on the table the ideas and strategic foundations that guided our work and provided us with the guidelines for the conceptual and graphic development of the brand.

What did we do?

Research and Analysis​

Brand DNA​

Brand Personality​

Tone of Voice​

The Result

We adopted a bold and disruptive approach. After all, we were here to break the rules and surprise pizza lovers in Colombia. We chose a typography that adds that touch of “This is different!” and a character that screams “Fun!”. We designed a proposal that boldly stands out, challenging the norm and providing consumers with a pizza experience unlike any other. Ready to change the rules of the game, one slice at a time!

What did we do?

Brand Essence​

Mission, Vision, and Value Proposition​

Brand Look and Feel​

Packaging Design

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