Independent work · Competition entry
Sa Pizzedda brings Cagliari’s slice pizza to Milan. Founded in 2024, it was named Best Sliced Pizza in Milan on Joe Bastianich’s Foodish in 2025, and it’s opening new sites.
Its first logo, a stylised Mamuthone mask with thin outlined lettering, lost its strength at small sizes and on screen. Terraviva’s brief asked for a bolder identity that could work as a whole brand system.
Every Pizzedda is folded in half to eat, like a book. It’s the one thing every customer does with it, and it belongs to this pizza.
Make the fold the identity. The wordmark bends upwards like a folded slice. Headlines tilt and turn to follow it, from a slight angle to a full right angle, so the type moves the way the food does. The palette comes from the pizza itself: tomato red, dough cream, crust brown and oven gold.
The brief asked for something broader than a logo. The folded mark leads; a lock-up adds the descriptor croccantezza sarda, Sardinian crunchiness; and a framed “p” tile carries the brand where the full mark won’t fit, from stickers to social avatars.
The menu changes with the seasons, so the structure can’t. Each pizza sits on a repeatable card with photo, name, description and price, which works on a printed menu, on screens over the counter and online.
The bent frame runs from a sticker to a shop front. The descriptor wraps the fascia, the door says entra, piega, mangia (come in, fold, eat), and the wall tells the founder’s story in his own city’s terms.
A self-initiated competition entry, designed alone: the concept, identity, type and colour system, tone of voice, menu system and applications. Product photography was supplied with the brief, © Riccardo Mordenti. Applications are shown on mock-ups.
The entry received an Honourable Mention in Terraviva’s International Design Competition for Sa Pizzedda, announced in Milan on 26 October 2026. It is a competition entry, not a live identity.