Concettina ai Tre Santi

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

The new identity 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. It’s located in one of the city’s oldest districts and has always supported the artisan realities of the area.

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 town.

Pasquale Black (designed by Gianluca Ciancaglini & Alessandro Latela) is one of the fundamental assets of Concettina ai Tre Santi’s identity that derives from the signs of the markets of Naples. Pasquale De Stefano is the last sign painter (nummararo in Neapolitan language) who continues this ancient tradition. His writing is now a fundamental trait in the visual imagination of fruit and vegetable stalls.

Creative direction: Emilio La Mura
Graphic design: Emilio La Mura, Alessandro Latela