Inspired by the familiar tropes of Pop Art, such as the bold elements that instantly grab attention, the recognized Naples-based pizzeria Concettina ai Tre Santi has packaging that pops. The packaging is designed by Alessandro Latela and Emilio La Mura and features a warm, thick typography system and an unforgettably cheerful color palette. Even if you’re not a pizza lover, you can’t help your mouth watering with curiosity to taste just one cheesy bite.


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A rebrand project for Concettina ai Tre Santi, one of the oldest and most famous pizzerias in Naples.

The new identity created for Concettina Ai Tre Santi takes up the methodological approach typical of Pop Art, capable of selecting specific elements of popular culture elevating them to symbols with a strong visual impact. Concettina Ai Tre Santi is an authority in the field of pizza in Naples, is located in one of the city’s oldest districts and has always supported the artisan realities of the area.

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For this reason, the design concept “Newpolitan Pop Icons” captures the many details of a daily Naples, elevating them to pop icons, becoming a visual expression of the city. From the majolica decorations to the symbols of the playing cards, up to the display typography inspired by the last sign painter of the city.

Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph
Editorial photograph