The challenge was to bring to life a lifelong dream project that would authentically encapsulate and reflect the influence of the owner. ​ The brand idea was to create a brand that represent Joao, the owner, his vibe and his Brazilian heritage through playful and colorful branding and mascots fused with a surfy and vintage vibe. More than just selling pizza, the brand aimed to evoke a particular ambiance — a moment to gather with your tribe around the traditional sourdough pizza. From the useo f hard shadow grainy halftone pictures to vibrant social media tiles, the Tribe branding embodies the laid-back surf vibe of the Gold Coast, a wood fire baked pizza to be shared with friends after a cheeky surf sesh.