As part of the team at The Neat Trick, I worked on the rebranding of Paparizza as it expanded into a new location. Paparizza is a trattoria, pizzeria and bar that brings together high energy dining with a distinctly social, camera-first culture. Communication became the anchor for the redesign. The visual strategy was built around a simple but sharp insight. Today, food is not just eaten, it is captured. Shared. Performed. The brand needed to live in that moment.
Listening
Staying in or eating out, with friends or family, the core proposition always remained the same. Customers want equal parts grabbable and delicious. Whether it is a Gen Z influencer or a millennial socialite, everyone’s phone eats first. So when the pizza becomes the star, we become the paparazzi in this story. Grabbing a bite. Keep that camera rollin’.
Service
Strategy, Brand Design
Building
The story followed: LIGHTS, CAMERA, CHEESE! The visual language draws from the vibrancy of Bollywood, using bold colours and cues from vanity mirror lighting and cinema marquees. The space is designed to feel staged and lit. The logotype is built with volume and depth, designed to feel constructed rather than drawn. It translates into lighting and signage, taking on the shape of a spotlight as well as a pizza slice across variations.
Becoming
The identity was designed to live beyond static visuals, translating into a system of stickers, graphics, and communication that felt collectible and camera worthy.
Working closely with architects and interior designers for the new location, the visual identity was extended into the space through pillars, wall murals, and spatial graphics. The aim was to translate the brand into an environment that feels cohesive, immersive, and ready to be captured.
