in a perfect marriage of watson clients, celebrity chef donatella arpaia has opened a neopolitan-inspired pizza restaurant—prova pizzabar—in the ever-glorious grand central terminal. and we were there from the start, creating the brand—from the logo and tagline to signage, uniforms and package design. prior to this, we created the branding for donatella’s partnership with fresh&co, which featured her award-winning meatballs.
the dough in prova’s delicious pizza is proofed longer than any other, creating a lighter, crispier taste—with the same calories per pie as one traditional new york slice! our tagline, ‘pizza enlightened’, not only alludes to this brand differentiator, but tells the world this pizza is like nothing else you’ve ever had. and to bring home the ‘bar’ in ‘pizza bar’, we created an adult sippy cup—a to-go wine glass—to help with that long commute back to the burbs. or, if you’re a watson, to the office.
so say ‘ciao’ to prova pizza bar. this pizza —and brand—changes everything.