Pizza Bella:
Pizza with a Street-Side Soul
Founded in Hanoi in 2022, Pizza Bella brought a fresh attitude to the city's dining scene. Serving pizza and pasta with the spontaneity, accessibility, and energy of local street food. Bold, quirky, and unapologetically playful.
Three years and two locations later, Pizza Bella had grown into a neighborhood’s favorite. With a loyal customer base and bigger ambitions ahead, it was time for the brand identity to evolve alongside the business.
The challenge was not to reinvent Pizza Bella, but to bring greater clarity and consistency to the personality people already loved. Our goal was simple: keep the fun, sharpen the character, and design a brand ready for what comes next.
Year
2026
Client
Pizza Bella
Services
→ Brand Identity
→ Packaging Design
→ Photography Direction
→ Social Media Curation
A bold new chapter.
To build a distinct visual language for Pizza Bella, we drew inspiration from the raw energy of skate culture, the organic shapes of fresh ingredients like sun-ripened tomatoes and vibrant peppers and the charm of retro restaurant advertising illustrations.
By fusing these elements, we created a unique graphic system that captures the fearless spirit of the street while evoking a comforting retro feel.
Same spirit, bigger ambitions.
A growing brand needs more than a recognizable personality. It needs a system that can carry that personality forward. For Pizza Bella, our ambition was to turn three years of customer love and spontaneous character into a cohesive identity built for the future.
Playful with Attitude.
A little cheeky, a little nostalgic.
Inspired by the raw energy of street culture and the familiar charm of retro graphics, H&I developed an illustration style that is playful, expressive, and full of character.
Bold, inky strokes and imperfect hand-drawn details give Pizza Bella a spontaneous, streetwise attitude, while nostalgic references bring warmth and familiarity.
Pizza for the Bellas!
Playing with the meaning of Bella Italian for Beautiful. We built a cheeky brand concept that celebrates good food, good company, and a little self-love. At Pizza Bella, its about being yourself, getting a little messy, and enjoying every cheesy bite without a care in the world.
Because every Bella deserves a damn good pizza.
Good Looks, Delivered
Bold, simple & functional.
Pizza boxes, takeaway bags, and food wrappers turn everyday orders into little brand statements. Colors blocking, cheeky messages, and expressive illustrations make Pizza Bella instantly recognizable, whether on the street or at someone's doorstep.
Re-brand with Room to Grow
Rebranding was about building a brand that ready to grow.
What began as a fun, characterful rebranding project soon grew into something more meaningful: a long-term creative partnership built on mutual trust, shared ambitions, and a genuine enthusiasm for bringing new ideas to life.
