Papa San

Aug 2025

Papa San’s brand identity project balances culinary atmosphere with a bold, graphic visual language. Developed by Polonsky & Friends, the design system employs a vibrant primary color palette and playful character illustrations to define the brand's touchpoints, from custom packaging and matchbooks to stationery and restaurant collateral. Photographer Giada Paoloni captures the project through a clean, minimalist lens, focusing on the tactile quality of the paper goods and the dynamic interaction between the graphic elements and the physical environment. The identity leverages natural light to emphasize texture while incorporating moody, high-contrast imagery to ground the brand within the culinary space.

Vertical, Commercial, Clean

Advertising Campaign