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Playful Illustration and Identity for Happy Face Pizza
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.
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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, 0.99) · Happy Face Pizza (organization, 0.97) · King's Cross, London (location, 0.95) · Luke Powell (person, 0.9) · Jody Hudson-Powell (person, 0.9) · Supermax (organization, 0.85) · Everyman Cinema (organization, 0.85) · brand identity (concept, 0.95) · 1970s retro aesthetic (concept, 0.88) · Margherita Papini (person, 0.85) · The Design Blog (organization, 0.9)
Classification
reference · language en · status final
Provenance
claude-opus-4-6 via @stacklist/mcp-server@2.0.0, confidence 0.85, 13 May 2026