The pizza game comes with its own suite of clichés in design. Amanda Vallejos design work for Pura Madre Pizzas in Paraguay shakes all of them off.
The brand is a culmination of organic, friendly illustrations using simple lines, and strong typography with copious amounts of pink. Yes, pink!
Starting with the brand’s mark, a female pizzaiola tossing dough in the air with confident nonchalance, Pura Madre sets a caring visual tone. Build from that basis, the brand introduces a bold, extended typography that grabs attention to deliver the message.
I especially enjoy how the creative extended the illustration style into simple iconography. Combined with the typography this gives the brand more interest and robustness.
![Pura Madre pizza restaurant branding by Amanda Vallejos](https://bullhearted-media.s3.us-east-2.amazonaws.com/wp-content/uploads/2024/01/pura-madre-pizza-restaurant-branding-amandavallejos-01-814x1024.jpg)
![Pura Madre pizza restaurant branding by Amanda Vallejos](https://bullhearted-media.s3.us-east-2.amazonaws.com/wp-content/uploads/2024/01/pura-madre-pizza-restaurant-branding-amandavallejos-02-1024x576.jpg)
![Pura Madre pizza restaurant branding by Amanda Vallejos](https://bullhearted-media.s3.us-east-2.amazonaws.com/wp-content/uploads/2024/01/pura-madre-pizza-restaurant-branding-amandavallejos-03-1024x637.jpg)
![Pura Madre pizza restaurant branding by Amanda Vallejos](https://bullhearted-media.s3.us-east-2.amazonaws.com/wp-content/uploads/2024/01/pura-madre-pizza-restaurant-branding-amandavallejos-04-1024x576.jpg)
![Pura Madre pizza restaurant branding by Amanda Vallejos](https://bullhearted-media.s3.us-east-2.amazonaws.com/wp-content/uploads/2024/01/pura-madre-pizza-restaurant-branding-amandavallejos-05-1024x683.jpg)
![Pura Madre pizza restaurant branding by Amanda Vallejos](https://bullhearted-media.s3.us-east-2.amazonaws.com/wp-content/uploads/2024/01/pura-madre-pizza-restaurant-branding-amandavallejos-06-1024x683.jpg)
![Pura Madre pizza restaurant branding by Amanda Vallejos](https://bullhearted-media.s3.us-east-2.amazonaws.com/wp-content/uploads/2024/01/pura-madre-pizza-restaurant-branding-amandavallejos-07-1024x683.jpg)
![Pura Madre pizza restaurant branding by Amanda Vallejos](https://bullhearted-media.s3.us-east-2.amazonaws.com/wp-content/uploads/2024/01/pura-madre-pizza-restaurant-branding-amandavallejos-08-1024x712.jpg)
![Pura Madre pizza restaurant branding by Amanda Vallejos](https://bullhearted-media.s3.us-east-2.amazonaws.com/wp-content/uploads/2024/01/pura-madre-pizza-restaurant-branding-amandavallejos-09-1024x682.jpg)
![Pura Madre pizza restaurant branding by Amanda Vallejos](https://bullhearted-media.s3.us-east-2.amazonaws.com/wp-content/uploads/2024/01/pura-madre-pizza-restaurant-branding-amandavallejos-10-1024x723.png)
![Pura Madre pizza restaurant branding by Amanda Vallejos](https://bullhearted-media.s3.us-east-2.amazonaws.com/wp-content/uploads/2024/01/pura-madre-pizza-restaurant-branding-amandavallejos-11-1024x683.jpg)
![Pura Madre pizza restaurant branding by Amanda Vallejos](https://bullhearted-media.s3.us-east-2.amazonaws.com/wp-content/uploads/2024/01/pura-madre-pizza-restaurant-branding-amandavallejos-12-947x1024.jpg)
![Pura Madre pizza restaurant branding by Amanda Vallejos](https://bullhearted-media.s3.us-east-2.amazonaws.com/wp-content/uploads/2024/01/pura-madre-pizza-restaurant-branding-amandavallejos-13-1024x723.png)
![Pura Madre pizza restaurant branding by Amanda Vallejos](https://bullhearted-media.s3.us-east-2.amazonaws.com/wp-content/uploads/2024/01/pura-madre-pizza-restaurant-branding-amandavallejos-14-1024x768.jpg)