Petite Italie makes pizzas for its neighborhood in Toulouse. Its brand image no longer stood out, so it needed a repositioning that wouldn't alienate its regulars.
Lucas took a different approach than the typical checkered-tablecloth trattoria. The logo is inspired by bold movie poster typography, using highly condensed capital letters. The PI monogram is framed by an arch, echoing the rounded alcove of the storefront on the street corner.
The materials remain understated, in burgundy, alabaster, and black: menus, pizza boxes, cups, and bags covered in a name-based pattern. The photography, however, is freer and more fun. Right down to the t-shirt, which states it plainly: « Best pizza in town ».
