The mark, on both of its groundsThe challenge
Every pizzeria on earth sells the same three things: a script logotype, kraft paper, and a story about tradition. The category is so uniform that a genuinely excellent Neapolitan kitchen and a frozen supermarket brand reach for the same visual vocabulary. Novanta bakes one pizza, to one spec, in ninety seconds — and had no way to say so that did not sound like everyone else.
The solution
We stopped selling the tradition and started selling the number. Ninety seconds at 485°C is the entire product claim, so the mark is the duration itself: 90 with a seconds prime, the zero drawn as a true circle. The system runs cold — flour white, carbone, steel — so the only warm thing anywhere is the pizza. Ember appears exclusively where heat is literal.
At fifty metres the whole proposition is a number and a temperature.
One pizza. The whole menu is a single line.
The uniform reads as system even on the hook.
The box argues with every kraft box in the category.
The last cold surface between the oven and the door.
Uncoated white board, one mark, one temperature.
At fifty metres the whole proposition is a number.
Ember appears where it belongs: at 485°C.
The only warm thing in the entire identity is the thing you eat.Project Information
Walk down any street in any city and the pizzerias are typographically indistinguishable. Script logotype, warm kraft, a tricolore somewhere, a sentence about a family recipe. The signals are so universal that they have stopped carrying information — a thirty-year-old Neapolitan kitchen and a frozen brand launched last quarter look the same from across the road.
Novanta had a genuinely unusual proposition and no way to say it. One pizza. One spec. Ninety seconds at 485°C, which is not marketing language but the actual physics of a Neapolitan bake — the reason the cornicione blisters and the base stays soft.
So the number became the brand. The mark is the duration written out: 90 followed by a seconds prime, set tight in a heavy grotesque, with the zero drawn as a true circle so it reads as the pizza it describes. It works at signage scale and it works stamped into the lid of a box.
The system runs deliberately cold. Flour white, carbone, steel — the palette of a kitchen rather than a dining room. Ember appears in exactly one register: where heat is literal. The oven mouth, the timer, the temperature on the docket. Nothing else in the identity is warm, which leaves the pizza as the only hot thing in any photograph.
The docket closes the argument. Every order prints the actual bake time of the pizza that was made for it — not a slogan but a measurement. A brand built on a number should be willing to show the number, and a claim you can check is worth more than a story about a grandmother.
CAIO BARRETO
Creative Direction:
Caio Barreto
Design:
Júlia Bertoldi, Nara Vasconcelos
Packaging:
Kwame Osei
Environmental Graphics:
Marina Yuki
Strategy & Copywriting:
Priya Raghunathan
Image Direction:
Yuri Kagawa
Project Management:
Helena Braga
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.