Novanta

Brand Identity · 2026

Independent concept

The Novanta 90-seconds mark shown flour white on carbone beside carbone on flour white — The mark, on both of its grounds

The challenge

Develop a pizzeria concept around one simple idea: a short menu and a 90-second bake.

The solution

The number becomes the mark. Black, white and steel tones connect menus, packaging and uniforms, with an orange accent drawn from the oven.

A three-panel street hoarding on a grey brick wall: a giant 90-seconds mark, an oven photograph with a pizza on the peel, and NOVANTA above the line TEMP 485°C. — At fifty metres the whole proposition is a number and a temperature.

A flat menu sheet with the 90-seconds mark, one item reading MARGHERITA and the price 9 — One pizza. The whole menu is a single line.

A white cook jacket hung on a steel hook against a grey wall, a docket clipped to its pocket — The uniform reads as system even on the hook.

Flat artwork for a pizza box lid: the 90-seconds mark above an ember temperature band — The box argues with every kraft box in the category.

A black insulated delivery box standing on wet pavement, printed with the 90-seconds mark — The last cold surface between the oven and the door.

An open white pizza box on a steel counter, the temperature band printed inside the lid — Uncoated white board, one mark, one temperature.

A pizzeria shopfront at night, the 90-seconds mark on the glass, the oven glowing inside — At fifty metres the whole proposition is a number.

The mouth of a domed pizza oven glowing orange, a steel peel sliding a pizza inside — Ember appears where it belongs: at 485°C.

A blistered Neapolitan pizza on a steel tray beside a paper docket reading TIME 90 seconds — The only warm thing in the entire identity is the thing you eat.

Project Information

Novanta is a self-initiated identity concept. Its proposed menu centres on a margherita, with bake time and temperature used as recurring graphic elements.

The 90-second mark appears across a menu, pizza box, delivery bag and shopfront mockup. Large numerals give each application a clear focal point.

White paper, dark surfaces and steel references keep the visual language close to a working kitchen. Orange appears around the oven and temperature information.

CAIO BARRETO

Creative Direction:
Caio Barreto

Design:
Arthur Rosa, João Alves

Packaging:
João Alves

Environmental Graphics:
Arthur Rosa

Strategy & Copywriting:
Priscila Oliveira

Fonts:
Aeonik Fono, ABC Diatype Mono — CoType / Dinamo

Year:
2026

Brand Identity · Concept

Self-initiated concept work. Novanta is not a client of CAIO BARRETO. Imagery generated, not photographed.