ROVENTE PASTA + PIZZARIA: A Branding and UX Refresh

Project Overview

Client: Rovente Pizzeria (Mock Rebranding & UX/UI Case Study)
Focus Areas: Branding, Website UX, Digital Marketing Strategy

This project explores how a refreshed brand identity, and a strategic digital marketing plan could enhance Rovente Pizzeria’s customer engagement and online presence.

Rovente Pasta & Pizzaria is an eatery located in the West and East ends of Portland, Oregon. The menu is simple but sophisticated, with a robust choice of apps, entrees and beer on tap. The target audience is a wide array of Portland's curious eaters, but most significantly families in the nearby residential neighborhoods. Pulling off an elegant and refined menu that will please parents and kids alike is tough, but capturing that menu visually must ensure they both feel represented. Approaching the brand with a delicate balance of elegance and playfulness will ensure the freshness of the dishes feels the same excitement as each stunning post on Instagram. 

The Challenge

Rovente Pizzeria has a strong local presence, but its digital experience and branding haven’t evolved to match modern customer expectations.

Key Issues Identified:

  • Outdated website UX- Cluttered navigation, slow mobile performance, and an inefficient ordering process.

  • Inconsistent branding- Lack of a cohesive color palette, typography, and visual identity across social media, menus, and packaging.

  • Limited digital engagement- Minimal social media strategy and missing opportunities for customer retention & promotions.

Goal: How can we modernize the brand while improving customer experience and engagement?

The logo is inspired by the unapologetic boldness of 80's advertising. Rovente translates in English to hot or scorching, and a subtly bright burnt orange encapsulates the steaming hot freshness that comes from Rovente's authentic Italian Pizza kitchen. 

A simple color palette with a grainy filter gives some nostalgia to the Millennials toting their kids in after practice and the trendy hipsters arriving after the dinner rush before their indie concert. Combining the elements of pizza and pasta reminds hungry patrons that Rovente's menu is simple but diverse. The graph paper pattern included into the branding is another nod to the simplicity and fun in the pre-millennium lifestyle we have forgotten in today's design trends of elaborate gradients. 

The Strategy

To reposition Rovente Pizzeria as a more engaging, modern, and customer-friendly brand, I developed a three-part strategy:

1 Brand Identity Refresh

  • Redesigned logo, color scheme, and typography for a more cohesive brand presence.

  • Created new menu designs and social media templates for consistency.

  • Developed packaging mockups to enhance the brand’s in-store & delivery experience.

2 Website UX/UI Overhaul

  • Simplified navigation & menu layout for an easier browsing experience.

  • Designed a mobile-first ordering system for seamless checkouts.

  • Added clear CTAs & visual hierarchy to drive online orders.

3  Digital Marketing Strategy

  • Developed a social media content plan to increase engagement on Instagram & TikTok.

  • Created a loyalty & rewards campaign for customer retention.

  • Suggested paid ad strategies (Google Ads + IG/Facebook targeting).

Rovente's playful side is represented with these simple ingredient characters. To combat the refined items in each dish, these little guys will distract younger patrons from any perceived stuffiness of ingredients like Creme Fraiche. They are the sprinkle of personality on Rovente's simple branding. The graph paper pattern is appropriate here too, in order to give that sketchbook, doodled feeling.

The Execution (Visual Design Process)

  • Branding Refresh- Before & After logos, typography, and color palette.

  • Website Redesign- Wireframes + UI screens showing new direction of website

  • Marketing Campaign- Social media posts, email templates, and a promo ad.The marketing plan for Rovente's success is a classic logo, with simple visual elements that can translate digitally and in print. Social media will retain the simple aesthetic, letting the fresh, photogenic food be the star of the profile. With options to spice up a post like a secondary modular type logo and an angry illustration of a tomato, there's no risk of Rovente's content going stale. 

The internal space will be similar to the feel of the branding. Effortless and raw but a small nod to the deep wood browns and curved lines of the 80's and 90's. Scattering in the spirited illustrations on the low-maintenance brick canvas keeps the atmosphere from feeling cramped. Plus, posters with these distinct branding elements will interact in customer's experiences and social media while chowing down. 

The Impact

  • Stronger Brand Recognition- A cohesive look makes the pizzeria stand out in a competitive market.

  • Improved Online Orders & UX- A streamlined website = easier & faster checkouts.

  • Higher Engagement & Customer Retention- A marketing strategy = more loyalty & repeat business.

If implemented, these improvements could lead to higher customer satisfaction, increased online orders, and a more engaged local community.

Key Takeaways

  • Modern branding strengthens business identity.

  • A better UX leads to more online conversions.

  • Strategic marketing helps drive customer retention.