Pizzeria Delfina


If you like good pizza and live in the Bay Area, then you’ve probably heard of Pizzeria Delfina. Founded in 2005 by Annie and Craig Stoll, Pizzeria Delfina is a San Francisco institution that prides itself on using fresh, locally-sourced ingredients to create handmade Neapolitan-inspired pizza.

When Pizzeria Delfina reached out to Character to help with their rebranding efforts we jumped at the opportunity—and then celebrated with pizza.


The inspiration for the original Pizzeria Delfina logo came from street signs in southern Italy, where Craig was trained. The logo had strong visual ties with the Pizzeria Delfina brand and was universally recognized among the pizza-loving community. This was valuably equity worth building on, so Character approached the rebranding from an evolutionary perspective versus a revolutionary one.

Another consideration was that the Pizzeria Delfina brand was successful and growing. The new identity needed to be versatile to take on the flavor and personality of new neighborhoods.


The new Pizzeria Delfina identity represents a fusion of the restaurant’s past and present. The logotype was redrawn and a supporting custom typeface was created. Each restaurant is now distinguished by a different primary color, reinforcing each location’s unique personality. The use of kraft paper brings a warm and tactile quality to the brand. Lastly, everything is supported by a photography art direction that feels authentic and intimate—emphasizing the craft of pizza-making and the flavors of the local community.

From a tone of voice perspective, Character used humorous and pithy language to reinforce the fact that while the craft is impeccable, Pizzeria Delfina doesn’t take itself too seriously.

Character extended the new brand identity across a myriad of applications, including website, menu, stationary, pizza box, postcards, vinaigrette bottle, takeout bag and matches.


“I love pizza, what more can I say?”

Meghan Berckes / Art Director

Photography by Eric Wolfinger