Zia Lucia is a chain of Italian pizzerias in London, founded with the idea of bringing a sincere pizza to the table, made with selected ingredients and served in a familiar atmosphere. The rebranding project stems from the desire to amplify this identity: to make visible the genuineness and familiarity that have always characterized the place, through a popular visual and verbal language in the warmest and most recognizable sense of the term, an expression of a strong and conscious sense of Italianness.

The brand narrative is built around the word “genuine”, which contains a double meaning: on the one hand genuine, selected and quality ingredients; on the other hand, a way of being authentic, sincere and direct. From this concept, the two main claims, 'Be Genuine' and 'Genuine Inside', are born, which cross all the brand's touchpoints and define its tone and identity.

The visual identity translates the brand idea into a coherent and functional system. Textual communication, through messages such as “Everyone's welcome at our table”, “Pizza for the people” or the claim “Genuine Inside” printed on the takeaway pizza box, recalls an imaginary of openness, inclusiveness and human warmth. The color palette is essential and immediate, built on a few bright and contrasting colors. Red, the brand's main color, and its shades combined with black and white, create a recognizable, energetic and consistent visual system.