PIZZA PIZZA — HANDCRAFTED
A junior project reimagined as origin story.
PRELUDE: THE BEGINNING
Before rebellion came repetition. Before strategy came survival. This was one of the first assignments — a humble pizza ad that said nothing more than “Handcrafted.” And yet, it became proof of something larger: the starting point of craft.
ACT I: THE JOB
The brief was simple. Design a poster for a “new handcrafted pizza.” No metaphors. No mythology. Just cheese, wood grain, and a logo. At the time, it felt like design’s equivalent of washing dishes — repetitive, mechanical, necessary. But looking back, it was the first time design started to feel like a language.
ACT II: THE LESSON
What it lacked in concept, it taught in control. Typography, colour, balance — the quiet fundamentals you only notice when they’re gone. Every pixel mattered because it was one of the first that did. The poster didn’t break rules, but it built the hands that would later write them.
ACT III: THE PERSPECTIVE
You keep it in the portfolio not because it’s brilliant, but because it’s honest. It’s the fossil record of a designer in formation. No irony, no rebellion, just raw effort — and the beginning of the obsession that would become SIGNA.
Credits: Design and art direction by Arash Giani.
Catalogue No. 011 / SIGNA ARCHIVE / PIZZA PIZZA: HANDCRAFTED / 2012