Galleria Umberto, a well known pizzeria in the heart of Boston’s North End, has been in business since 1965. Everything has stayed the same at this eatery since the beginning, with no changes to their recipes, or, you guessed it, the design of the brand.
The goal was to design an entire visual identity of the pizzeria while being extremely compassionate about the traditions and authenticity the brand embodies.
The relationship between strategy and design comes together when revitalizing a brand identity. A successful brand needs to be strategic about the design and conscious of each detail and how that can be perceived from the perspective of the viewers. By creating a consistent identity between all things that the brand touches, people will have little to no misinterpretation with identifying who the brand is.