2022
Concettina ai Tre Santi
- Packaging
- Food & Beverage
- Rebrand
- Art Direction
- Hospitality
- Restaurant
Founded in 1951 in the heart of Naples’ Rione Sanità, Concettina ai Tre Santi has grown from a neighbourhood pizzeria into one of the city’s most celebrated culinary institutions. Across four generations, it has become an international reference for Neapolitan pizza, recognised by leading food guides and featured by some of the world’s most influential publications. Deeply connected to its neighbourhood and its artisan community, Concettina represents far more than a restaurant, it is a cultural expression of Naples itself.
The identity adopts the methodology of Pop Art as its conceptual framework. Just as Pop Art transformed the ordinary objects of everyday life into cultural icons, the project elevates the visual language of Naples into a contemporary identity system. Under the concept “Newpolitan Pop Icons”, majolica tiles, Neapolitan playing cards, local ornamentation, vernacular typography, and other familiar elements are reinterpreted as bold graphic symbols, celebrating the city’s unique visual heritage through a fresh and recognisable language.
Applied across packaging, interiors, merchandise, and communication, the identity creates a vibrant visual universe that reflects Concettina’s personality while paying tribute to the people, traditions, and craftsmanship of the Sanità district. More than branding a pizzeria, the project transforms the everyday culture of Naples into a collection of contemporary pop icons.
Award:
Pentawards – Silver, Packaging Brand Identity, 2022
“Newpolitan Pop Icons” applies the methodology of Pop Art to transform Naples’ everyday visual culture into a contemporary identity system.
The identity celebrates not only an internationally acclaimed pizzeria, but the neighbourhood, craftsmanship, and culture that shaped its story.
