Neo's

Building the Brand for Neo’s Pizza

Neo’s is a minimal Italian-inspired pizza brand focused on bold flavors and simple, honest ingredients. For this project, I built the brand from scratch covering the logo, color system, mascot, packaging, and a landing page.

Challenge: Finding the Right Balance

I wanted Neo’s to feel warm and rooted in Italian food culture, but still clean and modern. It had to carry a strong identity through color, mascot, and layout, while staying simple enough to work across packaging and digital without feeling overdesigned.

Approach

Before opening any design tools, I researched among common pizza and food service websites. Heres what I gathered:

This guided every design decision moving forward. I built the visual system around a strong “brand red,” inspired by tomatos and pizza sauce

Mascot

The mascot serves as the face of Neo’s Pizza

Neo is illustrated with a thin, stylized mustache inspired by pasta noodles—tying back to the Italian theme in a subtle, playful way.

I created two key poses: one holding a freshly baked pizza, and another carrying stacked pizza boxes

Packaging

Website

Outcome and Reflection

The final result is a cohesive brand system that holds up across digital and print.

This project deepened my ability to build a brand end-to-end from concept and identity through to packaging, UI, and print collateral.