The narrative concept for Maximo’s Pizzeria is nontraditional at best, but that’s what makes it so compelling. Designers Jose Velazquez and Ceci Peralta say:
We developed the full concept based around a story about an Italian boy who got Maximo’s Pizzeria as a heritage from his very traditional uncle. This boy wants to go against the system, turning Maximo’s Pizzeria into a radical pizza revolution.
And so, the visual system features both brands; that of the boy’s uncle, and its the spray-paint alterations from the boy. It’s a lovely visual contrast that really lends itself to an intriguing narrative.