Branding. Pizza La Stella. Raleigh, NC.
Pizza La Stella opened in late 2016 as an authentic Neapolitan pizza concept, and I led the visual identity and creative direction for the restaurant from the ground up. I designed the end-to-end branding, partnering closely with stakeholders and a copywriter to shape every layer of the brand, from its mission and positioning to its tone of voice, narrative, and overall personality.
My role covered the complete visual system: logo design and exploration of multiple logo variations, typography, color palette, and a cohesive art direction that captured the craft and warmth of traditional Italian pizza-making. I extended the identity across the full customer experience, including the website design, photography direction and image curation, in-store signage, menus, storefront treatments, and a suite of print and digital campaigns.
The result is a refined, brand that balances rustic authenticity with modern sophistication, communicating quality, craftsmanship, and a genuine love for the craft of pizza and cocktails across every touchpoint.
Creative Direction and Design: Renzo Arecco