The pizza game comes with its own suite of clichés in design. Amanda Vallejos design work for Pura Madre Pizzas in Paraguay shakes all of them off.

The brand is a culmination of organic, friendly illustrations using simple lines, and strong typography with copious amounts of pink. Yes, pink!

Starting with the brand's mark, a female pizzaiola tossing dough in the air with confident nonchalance, Pura Madre sets a caring visual tone. Build from that basis, the brand introduces a bold, extended typography that grabs attention to deliver the message.

I especially enjoy how the creative extended the illustration style into simple iconography. Combined with the typography this gives the brand more interest and robustness.