Caruso: Bringing authentic Neapolitan character to the brand

The Challenge

Great pizza deserves a brand with just as much personality. Caruso’s existing visual identity didn’t fully communicate what made the restaurant special: its authentic Neapolitan roots, bold flavours, and relaxed Italian spirit. The goal was to move beyond a generic restaurant aesthetic and build a brand that felt as memorable as the food itself. The new identity needed to stand out, communicate authenticity, and create a consistent experience across the restaurant’s physical touchpoints.

The Concept

The creative direction was built around one idea: authentic Italian character, served bold. Rather than leaning into predictable Italian clichés, the rebrand aimed to capture the energy and personality of Neapolitan pizza culture. The identity needed to feel confident, expressive, and a little unapologetic, just like a great pizza should. Every design decision contributed to a visual language that celebrates tradition while giving Caruso a more distinctive and recognisable presence.

Logo & Brand Identity

The rebrand gave Caruso a stronger visual foundation, with a logo and identity designed to better reflect the restaurant’s character. The direction focused on creating a recognisable brand presence that balances Italian authenticity with a bold, contemporary feel. The result is an identity that feels more connected to the experience Caruso offers, rather than simply identifying it as another pizza place.

Print Design

A brand is more than its logo. It lives in the details customers interact with every day. We extended the new visual identity across printed materials, creating a more cohesive experience between the brand and its physical environment. Each touchpoint was designed to reinforce Caruso’s personality and make the branding feel intentional and consistent.

From the overall visual direction to the practical application of the identity, the print materials helped bring the new brand to life beyond the screen.

The Result

The rebrand gave Caruso Neapolitan Pizza a more confident and distinctive visual identity, one that better reflects the authenticity, boldness, and character behind the food.

By rethinking the logo, establishing a cohesive visual direction, and extending the identity into print, the project created a stronger foundation for how the restaurant presents itself to customers.