Capri / Logo

Sagging sales and an uninspiring marketing message led the owner of Capri Pizza to give Bianca e Nero a call. After some research, it became clear they were in the middle of a war—a war for the attention of busy families who want to eat healthier but have very little time to cook. Drawing upon the fact that the owner comes in every day at 6 a.m. so she can prepare the day’s meals, we repositioned Capri as home-cooked takeout. The logo tells people that mama is cooking for you.