“Roma Pizza” as an iconic brand name entails a heavy responsibility. The brand identity had to strongly uphold an iconic Italian style that screams Italy and is unique enough to leverage the brand equity and attract an audience that wants to be associated with a cool lifestyle. We created a powerful brand identity system inspired by the Italian Futurism style from the early 20th-century with a focus on impactful typography and a dominant rich red that is strongly associated with Italian brands.