“Lavish Pizza, a well-known chain pizza restaurant in Macao famous for its red dough pizza, came to us for a rebranding. We used characters as the core visual of the brand, with the chef of Lavish Pizza as the main character Lavish, a chef obsessed with developing new pizzas. The brand story occurs around Lavish and a cast of Lavish Pizza lovers, including a gluttonous dog that Lavish all the time, an office worker who loves discounts and an alien key-opinion leader who always shares delicious food with his fans. The new identity system comprises logos, fonts, colors and characters, among other assets, inheriting the innovative spirit of Lavish’s continuous research and development and bringing new vitality into the design.”