---
title: "Playful Illustration and Identity for Happy Face Pizza"
url: https://stacklist.com/card/eeaac37f-deda-430b-9200-8d2668a391f1
source_url: "https://thedsgnblog.com/Playful-Illustration-Typeface-and-Identity-for-Pop-Themed-Pizzeria-by"
stack: https://stacklist.com/c/food/stack/ebfb5832-0613-40e1-9bb5-d16b3f44b0a5
summary: "Pentagram designed a playful brand identity for Happy Face Pizza, a pop-themed pizzeria in London's King's Cross, featuring hand-drawn illustrations, a custom typeface, and a vivid 1970s-inspired color palette. The identity centers on a smiley \"Happy Face\" mascot and retro aesthetic that extends across signage, animations, and the restaurant's disco-themed cocktail bar Supermax."
tags: "branding, identity-design, illustration, pizzeria, pentagram, typography, retro-design"
key_entities: "Pentagram (organization), Happy Face Pizza (organization), King's Cross, London (location), Luke Powell (person), Jody Hudson-Powell (person), Supermax (organization), Everyman Cinema (organization), brand identity (concept), 1970s retro aesthetic (concept), Margherita Papini (person), The Design Blog (organization)"
classification: "reference"
content_hash: "sha256:fb7ea504b8906d28897b9d1a53c05cf10fb53ec65a6fa1e035b1ca03f51f7ccb"
acp_version: "0.2"
token_counts_approximate: 899
visibility: public
agent_accessible: true
status: "final"
---

# Playful Illustration and Identity for Happy Face Pizza

"> ︎ TDB THE DESIGN BLOG Home               Archive               Creatives               Resources             About             Support             Shop   Submit Work BRANDING Playful Illustrations, Typeface and Identity for  Happy Face Pizza by Pentagram Happy Face Pizza is a new pizzeria offering all-day dining and takeaway in London’s King’s Cross. Located underneath the Everyman Cinema, the restaurant's menu of authentic Italian pizza, antipasti, gelato and dolci is designed to build up that feeling of excitement before a night at the movies. Happy Face Pizza is music-orientated. Its basement is home to the late-night, vermouth-led cocktail bar Supermax, which pays homage to Italian discotheques through a soundtrack of 1970s Europop and slow tempo funk. Pentagram 's identity has been designed to embody the idea that a single illustration, the ‘Happy Face,’ could convey the contentment felt after the enjoyment of a good meal. Signage and fixtures throughout the restaurant use a vivid colour palette of green and yellow to play on a 1970s pop theme. Light blocks suspended from the ceiling spell ‘pizza,’ a smiley mascot hangs over the door, and bright, retro speakers painted in the HFP theme play a mix of classic hits and old disco. The team also created ‘hand-drawn’ characters to represent different elements of the Happy Face story, from pizza slices and ice-cream to lemons and disco balls. The illustrations conjure up layers of narrative in the restaurant and lend themselves to fun, quick animations that live online. CREDITS Design: Pentagram (London) Partners:  Luke Powel ,   Jody Hudson-Powell Project team: Margherita Papini, Amy Joycey, Ben Leonard Copyright @ Pentagram ABOUT PENTAGRAM Multi-disciplinary, independently owned design studio. Pentagram’s work encompasses graphics, identity, strategy, positioning, products, packaging, exhibitions, websites, digital experiences, etc. Their 22 partners are all practicing designers, and whether working collaboratively or independently, they do so in friendship. Discover more All Articles BRANDING Brand Identity for Superorganism Biodiversity Venture Fund by Goodside ART Now You See Me Art Installation by Wade and Leta RECOMMENDED 8 Summer Reads for Creative Inspiration by The Design Blog The Design Blog We highlight and uplift interesting works, ideas, and voices within the creative industry, ranging from graphic design and branding to art, interior, product design, digital and web experiences. Browse Home Archive Creatives Resources Shop About Information Advertising Submit Work Terms & Cookies Privacy Policy Follow us Instagram Pinterest Facebook Twitter Linkedin Newsletter More awesome inspiration, delivered directly to your inbox. Subscribe now ︎︎︎ The Design Blog We highlight and uplift interesting works, ideas, and voices within the creative industry, ranging from graphic design and branding to art, interior, product design, digital, and web experiences. Browse Home Archive Creatives Resources Shop About Information Advertising Submit Work Terms & Cookies Privacy Policy Follow us Instagram Pinterest Facebook Twitter Linkedin Newsletter More awesome inspiration, delivered directly to your inbox. Subscribe now ︎︎︎ © The Design Blog 2025  All images copyright to their respective owners. Old Site Curated, Designed & Buillt by  ONNO