Case — Branding · Interior Design · User Experience · F&B
Calzoneee.
A chuppy, spontaneous, delicious little world — from an animated storefront to the last bite. Stuffed happiness.
Calzoneee reimagines the Italian calzone through generous fillings, unexpectedcombinations, and a more playful dining experience.
Alep developed the brand identity and interior environment around a simple idea:food should feel satisfying, social, and joyful—not overly serious. Every part of theexperience was created to express the same promise: stuffed happiness.
Design Narrative
Choppy (the mascout ) lives in a playful and inspiring world shaped by colour,imagination, humour, and unexpected moments.
This world became the foundation of the brand. Curved forms, animatedexpressions, bold typography, and energetic details allow Calzoneee to feel aliveacross identity, communication, packaging, and space.
Rather than simply designing a restaurant, we created an environment where thecharacter and the brand could live together.
The experience begins before entering the restaurant.
An LED screen above the storefront becomes Choppy’s living stage, where he moves, performs, and interacts with people passing by.
The façade is therefore more than a sign. It becomes the first chapter of the experience—inviting people into Choppy’s world before they step inside.
Choppy’s personality continues across packaging, trays, bags, signage, uniforms, graphics, and digital interactions.Together, these touchpoints transform Calzoneee from a food concept into a complete brand world—designed to surprise, entertain, and sharea little happiness.
The interior extends the same playful energy into aphysical environment.Bold orange accents, curved forms, graphic lighting,animated details, and open preparation areas createa space that feels bright, active, and approachable.
The brand does not sit on top of the interior asdecoration. It shapes the architecture, movement,atmosphere, and way guests experience the space.
The completed experience brings Choppy,the brand identity, and the interior into oneconnected world.
From the animated storefront to the opencounter and colourful details, every elementcarries the same sense of optimism, gener-osity, and playful energy.
The customer journey was designed as one continuous interaction.
Choppy attracts attention outside, welcomes guests through the façade, guides the visual language inside, and continues across the counter,packaging, uniforms, and table experience.
Each moment helps the brand feel alive—turning ordering and dining into something more engaging, memorable, and fun.
Choppy’s personality continues across packaging, trays, bags, signage, uniforms, graphics, and digital interactions.Together, these touchpoints transform Calzoneee from a food concept into a complete brand world—designed to surprise, entertain, and sharea little happiness.
Calzoneee reimagines the Italian calzone through generous fillings, unexpected combinations, and a more playful dining experience.
Alep developed the brand identity and interior environment around a simple idea: food should feel satisfying, social, and joyful—not overly serious. Every part of the experience was created to express the same promise: stuffed happiness.
Design Narrative
Choppy (the mascout ) lives in a playful and inspiring world shaped by colour, imagination, humour, and unexpected moments.
This world became the foundation of the brand. Curved forms, animated expressions, bold typography, and energetic details allow Calzoneee to feel alive across identity, communication, packaging, and space.
Rather than simply designing a restaurant, we created an environment where the character and the brand could live together.
The experience begins before entering the restaurant.
An LED screen above the storefront becomes Choppy’s living stage, where he moves, performs, and interacts with people passing by.
The façade is therefore more than a sign. It becomes the first chapter of the experience—inviting people into Choppy’s world before they step inside.
Choppy’s personality continues across packaging, trays, bags, signage, uniforms, graphics, and digital interactions. Together, these touchpoints transform Calzoneee from a food concept into a complete brand world—designed to surprise, entertain, and share a little happiness.
The interior extends the same playful energy into a physical environment. Bold orange accents, curved forms, graphic lighting, animated details, and open preparation areas create a space that feels bright, active, and approachable.
The brand does not sit on top of the interior as decoration. It shapes the architecture, movement, atmosphere, and way guests experience the space.
The completed experience brings Choppy, the brand identity, and the interior into one connected world.
From the animated storefront to the open counter and colourful details, every element carries the same sense of optimism, generosity, and playful energy.
The customer journey was designed as one continuous interaction.
Choppy attracts attention outside, welcomes guests through the façade, guides the visual language inside, and continues across the counter, packaging, uniforms, and table experience.
Each moment helps the brand feel alive—turning ordering and dining into something more engaging, memorable, and fun.
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