Piccio's
Pizzas

The Brief

Bringing a century-old slice shop into the modern era — without losing the soul.

Piccio's Pizzas is a heritage NYC pizzeria with roots stretching back to 1915. Over four generations, the brand had earned neighbourhood loyalty through sheer consistency — but its visual identity hadn't evolved past a faded awning and a hand-painted sign. They needed a brand that could travel beyond the block.

The challenge was to honour over a century of Italian-American tradition while creating something that felt current, memorable, and ready for digital platforms. We built a dual-logo system — a classic primary wordmark anchored by a cheese-slice icon, and a bold stamp badge for packaging and signage — both designed to feel like they've always been there.