Zaza- A Fresh Identity for New York-Style Pizza

ZaZa is a modern pizza brand rooted in the authentic energy of New York City street culture. Designed to be bold, flavorful, and unapologetically expressive, ZaZa’s identity fuses vintage charm with modern edge—celebrating the timeless spirit of NY-style pizza through strategic design.

The objective was to create a cohesive visual language that not only reflects the quality of the food but also builds a cultural attitude around the brand. From the logo to the smallest printed decal, every element was designed to be instantly recognizable, playful, and rooted in street-style confidence.

Logo & Typography

The ZaZa wordmark features thick, custom-crafted letterforms with a playful lean—hinting at movement, heat, and energy. Paired with bold sans-serif typography and cheeky taglines, the type system helps express the brand’s loud, urban personality.

Color Palette

Red dominates the palette—a nod to both traditional pizza parlors and the emotional power of appetite. Contrasted with creamy off-whites, black, and toasted crust-like textures, the palette balances heat and approachability.

Packaging System

The packaging is where ZaZa truly shines. Each box and wrapper was treated as a storytelling canvas—featuring bold typographic play, New York slang, and hand-drawn textures that evoke the look of old-school pizza joints with a modern refresh. The materials and structure were also chosen to feel tactile and satisfying—creating an experience that begins even before the first bite.

Brand Assets

Supporting assets include menu designs, sticker sheets, pizza slice liners, uniforms, tote bags, and environmental graphics—all aligned to maintain the brand’s punchy tone. Whether it’s a pizza box or a napkin, every item contributes to a cohesive, immersive identity.

ZaZa isn’t just about pizza—it’s about personality, attitude, and unforgettable flavor.

The brand aims to stand out in a saturated market by being visually magnetic and emotionally resonant. Designed for a new generation of pizza lovers who crave style as much as substance.