Damiano, owner and founder of Loopini, was looking for branding that balanced nostalgic warmth with modern wellness—capturing both the rich culinary heritage of Italian pizza and the health-conscious values of today’s consumer. The goal was to elevate Loopini beyond just a frozen pizza brand, turning it into a feel-good ritual rooted in tradition, flavor, and nourishment.

They wanted the messaging to emphasize quality and craftsmanship—hand-tossed by master pizzaiolos in Italy, 24-hour fermented dough, and premium toppings—while spotlighting the unique twist: a protein-rich crust made from lupini, an ancient superfood with modern appeal. The tone needed to feel personal and grounded in family tradition, while highlighting the brand’s nutritional integrity.

Ultimately, the branding needed to make “healthy pizza” feel indulgent, satisfying, and something you could enjoy every day—guilt-free.