It’s part of Big Mamma Group, who brought us in for a complete rebrand. The brand starts in Naples. The main logo, Napoli Gang PizzaWorld, sits over the bay with Vesuvius behind it, wrapped in an orbit like a planet. Around it is a cast of characters: a pizza wizard in a robe of stars guarding every box, three kneeling atlases holding up a pizza drawn as a map of the world, a star with a face, a pizza sticking its tongue out. Every piece speaks Italian first. Sul posto, da asporto, a domicilio. Everything looks like it went through the photocopier one time too many: halftone, grain, colour slipping off the outlines. The system runs across pizza boxes, menus, greaseproof paper, labels, stickers, keyrings, staff tees and caps, all the way up to the tiles above the oven.