This is Hasta la Pizza Baby, a Neapolitan-style pizzeria located in Medellín. Originally launched as a more casual concept in the Provenza neighborhood, the project was put on hold after the pandemic.
The new brand identity celebrates “lost loves” and modern romances, as well as the intensity of goodbyes that, far from being final, promise another encounter. This concept is brought to life with the phrase “Goodbyes that taste great”, inviting diners to savor memorable moments with the promise of returning.
Visually, the brand’s centerpiece is a custom variable typeface designed specifically for this project. Inspired by Italian shop signs, Depero’s futurism, and the expansion of dough, this typeface was aptly named MASSA.
Finally, invade created a character named Mr. Baby, whose playful and carefree personality brings the ironic tone they wanted to evoke, strengthening the emotional connection with the project’s narrative.
Check out the Instagram and Behance sites.
